Vim nudges society to value women beyond archaic roles
Watch the film conceptualised by Lowe Lintas here
Dec 03, 2021 09:58:00 AM | Video | Campaign India Team Share -
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."
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