Campaign details
Brand: UnileverAgency: MullenLowe Lintas IndiaRegion: APAC
Strategy
Objective
We were talking to urban men, who when doing household chores consider it a help to the women – and brag. We thus decided to talk to the bragging men of India who believed that chores weren't their assigned job. This nuanced conversation needed a strategic approach that created umbrage.
We deliberately used male influencers known for their machoism to give dishwashing a brag tag and then let society see the flaw in it and trash this bragging. We got female influencers to reveal that...