Campaign details
Brand: VimBrand owner: Hindustan UnileverAgency: Geometry EncompassMarket: IndiaIndustries: Cleaners & detergentsMedia channels: Outdoor, out-of-homeBudget: Up to 500k
Executive summary
In rural India, 57.3% of of people continued to use ash to wash utensils, with the belief that ash made them shinier. Vim aimed to spread awareness about using Vim over ash to make utensils shinier at the Kumbh festival – the world’s largest religious congregation. But shine, as a proposition, needed to be experienced, it couldn’t just be talked about or measured. We had to set...