Vim by Hindustan Unilever Launches #VimWhatAPlayer Campaign to ‘Unstereotype’ Dish-washing
by EVENTFAQS Bureau Marketing | November 5, 2020 | News
Vim Hindustan Unilever Virender Sehwag IPL
Vim by Hindustan Unilever has launched the #VimWhatAPlayer campaign that aims to ‘unstereotype’ dish-washing. Going by the COVID-led impetus of male participation in household chores, the brand took it as an opportunity to break the age-old stereotype around dish-washing with this campaign.
The campaign communicates the functional benefits of the product and how it makes the dish-washing chore easy. The brand has roped in cricketer Virender Sehwag as the protagonist in the campaign, which will be aired throughout the current IPL season.
Featuring a creative position of cricket commentary lines over dish-washing, the TVC highlights the brand’s positioning.
Prabha Narasimhan, Executive Director and VP, Home Care, Hindustan Unilever Ltd. said, “Dish-washing in India as a chore has traditionally been distributed inequitably amongst the family. Barring a small proportion of households that employ external help for the task, the chore is predominantly done by, and unfortunately seen as, the home-maker’s job. While things are changing slowly, our study shows that the current pandemic and the subsequent lockdowns across India gave a much-needed boost to equality amongst genders when it comes to participation in such chores. Stemming from this insight and in consensus with our global #Unstereotype movement is the campaign #VimWhatAPlayer. Being an industry leader, we are committed to contribute to positive cultural change as well as making better connections with people through our advertising.”
Sunetro Lahiri, Associate VP-Creative, Glitch Media Pvt. Ltd said, “One of the few positive things to have come out of a rather gruelling lockdown has been the widespread realisation of the pure lack of gender equity when it comes to the distribution of home chores. From a creative rendition point-of-view, our aim was never to create a narrative where one is applauded for doing what’s ostensibly a life skill. Rather, we wanted to normalise this activity to a point where it gets hammered time and again as second nature. And who better to hammer it down to the pavilion than Sehwag himself!”
The brand has roped in cricketer Virender Sehwag as the protagonist in the campaign, which will be aired throughout the current IPL season.