Campaign details
Brand: VimBrand owner: Hindustan Unilever LimitedAgency: Mindshare IndiaMarket: IndiaIndustries: Cleaning productsMedia channels: Mobile & appsBudget: 500k - 1 million
Executive summary
Women in rural India cook on earthen stoves called chulha, which produce toxic smoke and thick layers of grease on utensils. To remove such tough stains, they use detergent, ash and coconut scales, which makes them vulnerable to allergic reactions on their skin and also makes the cleaning process extremely time consuming.
The Indian government launched a scheme under which rural women...