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!”