In a creative twist on a daily household task, Hindustan Unilever’s home and hygiene brand, Vim, has launched an indie music video titled Nazaare in collaboration with renowned singer-songwriter, Ritviz. This campaign brings a refreshing and joyful perspective to the otherwise mundane routine of dishwashing.
Vim: The Story Behind ‘Nazaare’
The video opens with Ritviz facing a creative block while trying to meet a music deadline. As his parents leave with a message to “find joy in small things,” Ritviz heads to the kitchen where inspiration strikes during his dishwashing routine. Armed with his Vim Beats sound band, Ritviz captures a tune that transforms into a vibrant dishwashing song.
What makes the video even more entertaining is how Ritviz’s neighbors, all caught up in their daily chores, begin to enjoy dishwashing to the rhythm of the new track. What starts as a routine task quickly becomes a fun and lively moment for everyone in the neighborhood.
Turning Chores Into a Party
Ashwini Rao, Head of Home and Hygiene at Hindustan Unilever Ltd., shared insights on the campaign, stating, “Chores at the sink are often dreaded and put off, leaving many frustrated with the task. For over 30 years, Vim has helped make dishwashing easier with top-tier products. With Ritviz’s new track, we’re elevating this experience by turning dishwashing into a fun, joy-filled activity. It’s a fresh take that’s bound to get people playing the track on repeat while they do their dishes!”
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Ritviz’s Experience with ‘Nazaare’
For Ritviz, creating music inspired by something as routine as dishwashing was a challenge, but one he embraced. He commented, “Collaborating with Vim on Nazaare was an exciting experience. I wanted to create something that made people see the beauty in everyday life, even in tasks like dishwashing. The result is something special, and I hope it brings joy to everyone.”
Amplifying the Campaign with Influencers
To expand the reach of Nazaare, Vim has teamed up with over 200 influencers, including popular celebrities like Amyra Dastur, Nidhhi Agerwal, and Karan Singh Grover. These influencers will recreate and share fun moments from their own daily chore routines on Instagram, showing their followers that even dishwashing can be an enjoyable and bonding experience.
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With the festive season approaching, this campaign offers a lighthearted reminder that everyday chores can be transformed into moments of fun and joy. The track is available on major music platforms like Spotify, Apple Music, JioSaavn, and others, as well as Vim’s official Instagram and YouTube channels.
Conclusion
Vim’s Nazaare campaign, in collaboration with Ritviz, not only adds a musical spin to dishwashing but also brings joy to an often-avoided chore. By reminding us to find happiness in the small things, this campaign stands out as a refreshing take on how brands can creatively engage their audiences.
