The latest TVC campaign by Vim urges society to see women beyond archaic roles. It tries to drive home the message that caregiving and household chores are a part of, and not their only responsibilities.
The campaign has been created by Lowe Lintas.
The TVC is a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is a change maker who calls for equal partnership.
Prabha Narasimhan, Executive Director and VP – Home Care, South Asia, 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’.
Prateek Bhardwaj, Chief Creative Officer – Lowe, said, “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 realise this double standard that exists was at the heart of this campaign. “
Prabha Narasimhan: Executive Director and VP – Home Care, South Asia
Aditya Kashyap: General Manager Home and Hygiene, Home Care, South Asia
Chief Creative Officer: Prateek Bhardwaj
Chief Operating Officer: Anaheeta Goenka
Strategy President: Kunal Joshi
VP, Planning: Sundernarayan Venkataramani
Regional Creative Director: Shayondeep Pal
Group CD and Copywriter: Sidhant Mago
Group CD (Art): Zeth AP and Sushant Joshi
AVP Account Management: Arjun Hari
Client Services Director: Arpita Chakraborty
Account Manager: Triptesh Mehta
Production House: Chrome Pictures
Director: Amit Sharma
Executive Producer: Abhishek Notani
Producer and Editor: Richa Sharma