Vim, a dishwashing model, has launched the ‘Equal Vows’ marketing campaign, that includes Bollywood couple Rajkummar Rao and Patralekha Paul Rao. The marketing campaign promotes equal sharing of family chores by highlighting the cultural significance of wedding ceremony vows. Rajkummar Rao and Patralekha encourage {couples} in India to interrupt conventional gender roles and share tasks like dishwashing.
The advert includes a younger couple, Isha and Nimit, internet hosting Rajkummar and Patralekha for dinner. After the meal, Nimit washes the dishes, however Isha’s mom questions him, suggesting chores are a lady’s obligation. This results in a dialogue on marriage vows and partnership. The movie ends with Isha and Nimit committing to share family tasks equally.
Talking on the launch Ashwini Rao, head, residence and hygiene, HUL mentioned, “In lots of households, particularly after marriage, the duty for managing family chores typically falls disproportionately on ladies. By means of our ‘Equal Vows’ marketing campaign, we wish to problem the deeply ingrained thought course of and encourage a shift towards true equality in relationships. We imagine that tasks, like dishwashing, isn’t nearly dividing duties – it’s about recognizing one another as equals in each facet of life. By partnering with Rajkummar and Patralekha, we deliver this necessary message to life, urging {couples} to embrace equality and make a dedication to personal chores equally of their houses.”
Anaheeta Goenka, COO, MullenLowe Lintas, mentioned, “We needed to current a strong cultural perception to problem the myths and expectations many households face, even in probably the most progressive households. By highlighting how small actions – like being conscious of what must be performed for the family to function easily and being equally answerable for it – can symbolize a deeper dedication to equality and mutual respect in relationships, we hope to encourage constructive change. By means of Rajkummar and Patralekha’s pure chemistry and their private expertise, we’ve created a marketing campaign that speaks to {couples} throughout India as a mirrored image of actuality with the purpose to redefine trendy partnerships.”
Rajkummar and Patralekha mentioned, “This marketing campaign strikes a chord with us personally as a pair and we’re excited to deliver this message to audiences with Vim. In our personal relationship, we’ve discovered a pure stability – Patralekha enjoys cooking, and I (Rajkummar) help her by serving to with the dishes. It’s a small, however necessary a part of our day-to-day routine, and we imagine it’s important that these values of mutual help and shared tasks are mirrored in each facet of life, together with family chores. We encourage individuals to return ahead and take the pledge for an equal partnership by vowing to additionally share work from home equally.”
Moreover, customers can take the #EqualVow pledge on Vim India’s social platforms. The model has partnered with Bharat Matrimony to interact with soon-to-be-wed {couples} via the app. The marketing campaign promotes inclusivity and shared family tasks.
As a part of this, celebrities like Tanvi & Rohan, Varun Grover and others, may even be part of the motion, sharing their private commitments to equal partnerships and galvanizing their followers to take the pledge.
Written with the View : afaqs
