Vim: Vim Black

Dishwashing liquid Vim created the Vim Black campaign to grow penetration, purchase and brand engagement in India.

Campaign details

Brand: VimAgency: Mindshare IndiaRegion: APAC



Vim is a leading dishwash brand in India and one of the world's fastest-growing brands, as per a recent Kantar report. It provides best-in-class dishwashing solutions with its range of products, including variants of Vim Liquid and Dishwasher detergents.

While Vim Liquid leads in penetration vis-à-vis its competition in India, the overall penetration is low. Therefore, the objective was to drive quality conversations around Vim liquid, by bringing alive the brand's purpose.

We observed that during COVID-19, men participated in the kitchen. However, they considered it...

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