Vim: Changing the outlook of the society, one dish at a time

Rucha Nagavekar, Pooja Rawat, Ekta Relan

Vim, the dishwashing brand, challenged stereotypical gender roles and targeted society at large with its message that chores are not just for women in India.

Campaign details

Brand: Vim Brand owner: Unilever Entrant company: Lowe LintasIdea creation: Lowe Lintas Mumbai Market: India Sector: Cleaners & detergents Budget: Over 20 million

Executive summary

Vim created the category of dishwashing and for decades, offered...

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