“India lives in villages.” A whopping 68% of the population, living in rural areas, is still treading a thin line of hygiene every day. While urban India has progressed from bar soaps to liquid to dishwash gels, 57.3% of rural India continues to use ash (burnt fodder), available easily and free of cost, to clean utensils with the belief that ash makes them shinier.

Vim, India’s leading dishwash bar, ambitioned to change this behavior by bringing alive its unmatched shine proposition. To bring a mass change, we knew that middle-of-the-road thinking was not an option. That is why we targeted the Kumbh, world’s largest religious congregation. An opportunity to communicate with a large, predominantly small-town and rural population.

But Kumbh has become the Superbowl for Indian marketers! How do we make a low involvement category brand stand out amongst hundreds of other brands vying for the same set of eyeballs?