MxMIndia

Tag: Vim

  • The IPG Mediabrands digital arm will help scale the brand’s online presence through differentiating content and strategies, notes a communique

    Interactive Avenues wins Vim mandate

    By Our Staff

     

    Interactive Avenues, a Reprise network company, and the digital arm of Mediabrands India, has won the digital creative mandate for Hindustan Unilever Limited’s dishwash brand – Vim. The agency won this mandate through a highly competitive pitch process and will handle the account through its Mumbai office.

     

    Said Amardeep Singh, CEO, Interactive Avenues:  “As a market category, dishwash typically has a low-involvement footprint online. We will leverage best-in-class strategies to shape impactful conversations for the brand and take their digital story to the next level.”

     

    Interactive Avenues is a full-service digital marketing company with offices in Mumbai (headquarters), Gurgaon, Bangalore, Chennai and Kolkata. They offer a comprehensive range of cutting-edge services including Media, Programmatic, Data & Analytics, E-Commerce, Paid Search, Social Media, SEO, ORM, Creative and Web Development under one roof with fluid, multidisciplinary teams.

     

  • Paves the way for a new perspective to see women beyond traditional roles

    Lowe creates campaign for Vim dishwash

    By Our Staff

     

    Vim dishwash brand has launched a TVC as a tribute to successful women. With a tagline ‘Nazariya Badlo, Dekho Bartano Se Aage’, the campaign is a nudge to society to see women beyond archaic roles.

     

    Commenting on the launch of the campaign, Prabha Narasimhan, Executive Director & VP – Home Care, South Asia at HUL said: “Vim is the market leader in Dishwash by far and has helped make the dishwashing process easier and hassle-free over the ages. 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 chores, but sometimes 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’.

     

    Speaking about the same, Prateek Bhardwaj, Chief Creative Officer – Lowe 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 the society to realize this double standard that exists was at the heart of this campaign.”

     

  • These duels have to be fought on the marketing battlefield, not in courtrooms. That’s where the real action is

    Anil Thakraney: The Dettol/Vim slugfest

    By Anil Thakraney

     

    So, the Vim (Lever) guys have taken the Dettol (Reckitt) guys to court over the dishwasher ad. This sounds like a lot of fun waiting to happen. Because comparative advertising is always entertaining, as we viewers sit back and watch two marketing giants slug it out.

     

    Hit this link for the full story: http://www.mxmindia.com/2013/02/bang-bang-fmcg-majors-slug-it-out-via-ads/

     

    However, I have always believed that involving the courts to sort out ad disputes is a waste of time, energy and money. For two reasons: One, by the time the court order to pull the ‘offending’ ad arrives, the damage is already done. And even after the court order, a canny marketer will find an innovative way to keep the onslaught going.

     

    In this particular case, I know where Dettol is coming from; even though it’s an old, established brand, their dishwasher is a new product, and they had to do desperate things to grab some of the leader’s (Vim’s) market share. Which explains the full and frontal attack. And it makes enormous strategic sense. Vim has always promised tough action on grease (the ‘visible’ problem). Dettol has played to its core strength, they say it will kill the germs (the ‘invisible’ problem). So it’s a strategic move that makers of Vim should have seen coming, they ought not to be surprised. Dettol’s USP across its product range has been the antiseptic value, so they were going to play that card with the dishwasher too. And methinks it’s going to work, nothing better to get the worried mama’s attention than to speak bacteria with her.

     

    So what should Vim do? Well, they have retaliated, but their reactionary ad, while on the right track, is a tad weak. The ad says that an antiseptic is harsh, and that Vim clears germs too, but that’s not powerful enough. That’s like a rap on the knuckles of a person who’s just punched you in the face. I think Vim should launch an all-out counter attack, and hit Dettol where it hurts. They should create hard-hitting ads on how, for example, the residue left behind by an antiseptic agent can be detrimental to the family’s health. In fact, they should create a huge scare around it. That would put their opponent on the back foot.

     

    Net net: These duels have to be fought on the marketing battlefield, not in courtrooms. That’s where the real action is.

     

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    PS: How dare they mock the vegans! I am a ghaas phoos khaanewala, and I take serious offence to this Taco Bell ad. Thanks to the pressure exerted by people like me on the social media, they were compelled to pull this commercial. Good riddance, I say! 🙂

     

    Link: http://video.ca.msn.com/watch/video/taco-bells-banned-commercial-offends-vegetarians/2jqa6o5h?cpkey=377f705b-f017-5f96-25ec-65077f4c813b%257c%257c%257c%257c