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,

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