Lowe creates campaign for Vim dishwash

06 Dec,2021

By Our Staff


Vim dishwash brand has launched a TVC as a tribute to successful women. With a tagline ‘Nazariya Badlo, Dekho Bartano Se Aage’, the campaign is a nudge to society to see women beyond archaic roles.


Commenting on the launch of the campaign, Prabha Narasimhan, Executive Director & VP – Home Care, South Asia at HUL said: “Vim is the market leader in Dishwash by far and has helped make the dishwashing process easier and hassle-free over the ages. We are inspired by the successful women around us who excel in whatever they do, being homemakers and decision-makers. They are already way more than chores, but sometimes get limited by society’s definition of chores being a woman’s primary responsibility. If we offload them from these societal stereotypes and the stress caused by them, there is so much more they can and will be. At Vim, that is precisely going to be our endeavour with ‘Nazariya Badlo, Dekho Bartano Se Aage’.


Speaking about the same, Prateek Bhardwaj, Chief Creative Officer – Lowe added: “This campaign speaks to the mindset that when a man does the dishes, he’s ‘helping’ the woman of the house. An act for which society applauds him, when in fact it’s something that he should be doing as a member of the household. Nudging the society to realize this double standard that exists was at the heart of this campaign.”


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