Campaign India Team
Dec 03, 2021

Vim nudges society to value women beyond archaic roles

Watch the film conceptualised by Lowe Lintas here

Vim has rolled out a campaign titled, 'Nazariya badlo, dekho bartano se aage' (Change your perspective, look beyond the utensils). 

 

Conceptualised by Lowe Lintas, the film aims to spread the message that the role of women is not limited to household chores. 

 
It opens with a prospective matrimonial arrangement. The lead man in the film, assuming that the wife's job is synonym with household chores, tells the lead woman that he will assist her in cooking food to leave an impression. The woman in the film takes this proposal as an opportunity to nudge him to be more independent, telling him that if he cooks, she would help him in cleaning dishes as she will return home late from work. The film drives home the message of 'Nazariya badlo, dekho bartano se aage', highlighting that women are more than just household chores. 
 

Prabha Narasimhan, executive director and VP – home care, South Asia, said, “We are inspired by the successful women around us who excel in whatever they do, being homemakers and decision-makers. They are already way more than household chores, but sometimes they get limited by society’s definition of chores being a woman’s primary responsibility. If we offload them from these societal stereotypes and the stress caused by them, there is so much more they can and will be. At Vim, that is precisely going to be our endeavour with Nazariya badlo, dekho bartano se aage."

 

Prateek Bhardwaj, chief creative officer, Lowe Lintas, added, “This campaign speaks to the mindset that when a man does the dishes, he's 'helping' the woman of the house. An act for which society applauds him, when in fact it’s something that he should be doing as a member of the household. Nudging society to realize this double standard that exists was at the heart of this campaign."

 

CREDITS:

 

Chief creative officer: Prateek Bhardwaj

Chief operating officer: Anaheeta Goenka

Strategy president: Kunal Joshi

VP and planning: Sundernarayan Venkataramani

Regional creative director: Shayondeep Pal

Group CD and copywriter: Sidhant Mago

Group CD (art): Zeth AP and Sushant Joshi

AVP account management: Arjun Hari

Client services director: Arpita Chakraborty

Account manager: Triptesh Mehta 

Production house: Chrome Pictures

Director: Amit Sharma

Executive producer: Abhishek Notani

Producer and editor: Richa Sharma

 

Source:
Campaign India
Topics

Related Articles

Just Published

2 hours ago

FCB India appoints Ashima Mehra as CEO

Mehra has over 18 years of experience and was most recently at Leo Burnett India.

3 hours ago

Colgate takes on the not-so-sweet problem of ...

Featuring celebrity ‘dessert’ influencers, the film tackles appropriate oral care after the consumption of after-dinner treats.

3 hours ago

Publicis organic growth jumps 5.3% in Q1

Groupe says growth driven by 'new business tailwinds' with a 'clear rebound in the tech sector'.

5 hours ago

Moves and wins roundup: Week of 12 April

Read all the latest news from the marcomms world including updates from L’Oreal India, Disney Star, Crosshairs Communications, Cleartrip and more, in our weekly round-up of people moves and account wins.