Vim, one of India’s most trusted dishwashing brands, has launched the ‘Equal Vows’ (#EqualVow) campaign, featuring Bollywood couple Rajkummar Rao and Patralekhaa. Conceptualized by Lowe Lintas, this initiative challenges traditional gender roles by redefining wedding vows, encouraging couples to share household responsibilities equally.
Vim’s ‘Equal Vows’ Campaign
Partnering with Cultural and Social Initiatives
To amplify its message, Vim collaborated with Satchikitsa Prasarak Mandal, an NGO that organizes mass weddings in Yavatmal, Maharashtra. The brand captured the weddings of 120 couples pledging to share household chores. The officiating priest emphasized the importance of equality, reinforcing that modern marriages should reflect equal responsibilities.
Valentine’s Day Collaboration with Swiggy Instamart
Leveraging Valentine’s Day, Vim partnered with Swiggy Instamart to integrate the message of equality into romantic gifting. Customers received complimentary branded kitchen merchandise, such as fridge magnets inscribed with #EqualVow messages, prompting them to reflect on their contributions to household chores and promoting shared responsibilities.
A Step Toward ‘Chore Neutrality’
Ashwini Rao, Head of Home and Hygiene at HUL, emphasized the campaign’s purpose: “Household responsibilities have long been shaped by cultural norms, often placing an unequal burden on women. With the ‘Equal Vows’ campaign, we aim to inspire a cultural shift toward chore neutrality, encouraging couples to take on responsibilities and chores equally. This initiative goes beyond dishwashing—it’s about challenging outdated mindsets and driving real social change. Through our collaboration with Satchikitsa Prasarak Mandal, Swiggy Instamart, and Bharat Matrimony, we are bringing #EqualVows into homes across the country.”
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Bharat Matrimony Joins the #EqualVow Movement
Recognizing the impact of marriage on gender roles, Bharat Matrimony has partnered with Vim to promote equality among to-be-weds. Through digital outreach and its Wedding Bazaar platform, Bharat Matrimony is encouraging couples to take the #EqualVow pledge, fostering equality from the start of their marital journey.
Transforming Homes with Shared Responsibilities
Anaheeta Goenka, COO, Lowe Lintas, said, “The ‘Equal Vows’ campaign goes beyond messaging—it’s about driving real change in how partnerships are perceived and lived. By integrating cultural moments like mass weddings and collaborations with platforms that shape modern relationships, we’re sparking conversations around equality in households. This initiative is a step toward normalizing shared responsibilities as a fundamental part of every marriage.”
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Conclusion: Vim’s ‘Equal Vows’ Campaign
Vim’s ‘Equal Vows’ campaign is driving a cultural transformation by advocating for gender equality in household responsibilities. By collaborating with impactful partners and leveraging key cultural moments, the initiative is successfully challenging outdated norms and inspiring real change. As more couples take the #EqualVow pledge, Vim continues to lead the way in fostering balanced, modern relationships, ensuring equality becomes a cornerstone of every household.
