Vim launched a provocative campaign to challenge deep-rooted gender roles around domestic chores in India, especially the idea that dishwashing is a woman’s responsibility. With a fake product launch called Vim Black, a dishwashing liquid "made for men," the brand highlighted how bragging about doing basic chores reflects unconscious bias.
Male influencers promoted the product with exaggerated pride, sparking national debate and media attention. The reveal that Vim Black was fake led to a powerful conversation around equality at home, not help. The campaign generated over 330 million INR in earned media, 150 press articles, and a surge in brand engagement. By turning satire into strategy, Vim reframed dishwashing from a gendered favour into a shared responsibility, pushing for genuine chore neutrality in Indian homes.