Vim: The power of 100 lemons

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Campaign details

Brand: Vim Brand owner: Hindustan Unilever Limited Agency: Mindshare India Market: India Industries: Cleaning products Media channels: Mobile & apps Budget: 500k - 1 million

Executive summary

Women in rural India cook on earthen stoves called chulha, which produce toxic smoke and thick layers of grease on utensils. To remove such tough stains, they use detergent, ash and coconut scales, which makes them vulnerable to allergic reactions on their skin and also makes the cleaning process extremely time consuming.