Campaign details
Brand: VimAgency: Mindshare IndiaRegion: APAC
Strategy
Objective
We observed that during COVID-19, men participated in the kitchen. However, they considered it as "help" and not their duty. This tendency led to men bragging about their heroic acts. However, post the pandemic, they conveniently went back to not doing chores.
Thus, Vim Liquid wanted to trigger a conversation and deliberately challenge gender norms when it comes to men owning their chores and normalizing their roles in the kitchen.
Vim is a leading dishwasher brand in India and one of the world's fastest-growing brands, as...