Last week, HUL’s dishwashing brand Vim released three films promoting the launch of Vim Black, exclusively for men.
The hidden intention of the brand was to emphasise men owning chores equally at home. The internet had already gone on fire before Vim’s clarification - that the films were a satire and the launch of ‘Vim Black edition’ was a dig at brands launching the ‘black’ range of products for men pointing at masculinity.
The three films:
Out of the three films, the film that is going viral on the internet for not-so-good reasons, is the one featuring Milind Soman who is shown shirtless, wearing just an apron for no specific reason.
While a few have appreciated the brand to propagate gender equality in household chores, many joked about brands doing all sorts of things in the name of marketing gimmicks and several called out the ad for being ‘insensitive and sexist’ for launching Vim black packs exclusively for men.
ViM liquid black - do you feel men are ashamed to use yellow or green dish washing liquid ? Seriously feel bad for the team who approved this and thought this would work pic.twitter.com/RF85vKZA0x— Kevin (@iamkevins) December 10, 2022
"Probably the world's 1st ever dishwash liquid"?— Karthik 🇮🇳 (@beastoftraal) December 10, 2022
"for men of all ages, sizes, and personalities"?
"anti-slip grip for new users trying to slip away from doing dishes"?
Seriously, Hindustan Unilever? This is not an April 1 joke launched way too early in December? 1/2 pic.twitter.com/cwun0HFi1x
Soon after the backlash, Vim took to Instagram to clarify its intention around the films. The brand wrote that the film ‘was a joke’.
"We aren’t serious about the black pack, but we are super serious about men owning chores at home."
Vim further wrote, "Only the bottle is different, the liquid inside has been the same all along... You don't need a new bottle to enter the kitchen, just the realisation that these are your chores too."
The ad that was posted by MTV and Milind Soman shows a man in a gym bragging about himself to a woman that how he “helped” his mother do dishes. In no time, Soman approaches the man, praises him for “bragging”, and then holds out to him Vim Black, and said, “Vim Black for men, easy to clean, more to brag”.