During COVID-19, men participated in the kitchen. Only, they considered it as "help" and not their duty. This tendency led to men bragging about their heroic act and post the pandemic, they conveniently went back to not doing chores. 

Vim took this opportunity to activate its purpose of de-genderizing dishwashing and launched Vim Black for men - A parody product, with no alterations to its content. The objective was to normalise men doing the dishes and bring them back to the sink.

To amplify the bold message, Vim needed a strong voice and powerful mediums. Ambushing the male ecosystem and placing quirky reminders in the most unexpected places, the brand grabbed the audience's attention instantly.

The dishwashing category has predominantly spoken to women. Vim wanted to 'de-genderize' dishwashing. So, it was important not just to change the narrative, but also its characters and audiences.

The lowest hanging fruit was metropolitan audiences that come from a relatively gender-neutral school of thought- All India Metro cities, individuals aged 18 and above that come from an LSM 5+ background where targeted.

Vim created a TVC that ran on MTV India’s YME (Youth Entertainment Channels) channels. Furthermore, 2 digital films ran as per-roll ads on YouTube and Facebook, targeting content with high affinity to Indian male audiences.

Influencers, who played role models to men were leveraged to generate content with an unboxing video of the Vim Black Kit.

With print innovations like a table- top calendar and fridge magnets, Vim picked media points that would be subconscious builders of social behaviour and attitude. Inevitably instilling the campaign’s message.

Vim created a sarcastic TVC with the Keanu Reeves of India– Milind Soman who is an ideal representation of being masculine personality.

Along with 2 quirky shorties which went viral in less than 2 hours of release which led to an OOS situation on U-Shop. To further amplify the message and remind them during different times of their day, Vim created a voice assistant skill, in Milind’s voice who gave dishwashing tips in the quirkiest way possible. Furthermore, it introduced the calendar for men to take a new year resolution to do the dishes 365 days and own the chore all throughout the year.

Not only this, but the brand also hijacked the one moment most men enter the kitchen for. When they went ahead to crack open a cold one, in plain sight, they would notice fridge magnets which nudged them to the sink, few steps away.

Despite dishwashing being a low involvement category, Vim Black managed to get everyone talking about a chore and question an age-old stereotype.

There were over 8100 conversations generated online around the campaign within a week of its launch. 

91% of the conversations around the campaign and category were positive in nature and was trending across social media platforms. 

The brand noted 92K+ online searches in the month of December, which is an 82% surge for search intent around Vim.

437Mn+ viewers on TV

484Mn+ Digital content views

2.7Bn+ Digital impressions

187Mn+ followers on social media

Total reach: 350Mn+ people

Paid reach 50Mn and 100 Mn is organic reach

1000 memes/UGS shared in < 1 day

INR 33 Cr worth of Earned media

20%+ engagement on branded content, 6X that of industry standards

Apart from the dramatic spark in conversation, this mundane category piqued everybody’s