Vim, one of India’s dishwashing brands, has launched the ‘Equal Vows’ campaign featuring Bollywood actors Rajkummar Rao and Patralekha Paul Rao. The initiative aims to challenge traditional gender roles in household chores by drawing from the cultural significance of wedding vows.
“This campaign strikes a chord with us personally as a couple and we are excited to bring this message to audiences with Vim. In our own relationship, we’ve found a natural balance – Patralekha enjoys cooking, and I (Rajkummar) support her by helping with the dishes. It’s a small, but important part of our day-to-day routine, and we believe it’s essential that these values of mutual support and shared responsibilities are reflected in every aspect of life, including household chores. We encourage people to come forward and take the pledge for an equal partnership by vowing to also share work at home equally.” Rajkumar and Patralekha said.
From what is understood, the campaign’s ad film portrays a young couple, Isha and Nimit, who host Rajkummar and Patralekha for dinner. After the meal, Nimit washes the dishes while Isha clears the table. The moment catches the attention of Isha’s mother, who suggests that such tasks have traditionally been a woman’s responsibility. This triggers a conversation about marriage vows and partnership, ultimately leading Isha and Nimit to reaffirm their commitment to sharing household responsibilities equally.
“In many households, especially after marriage, the responsibility for managing household chores often falls disproportionately on women. Through our ‘Equal Vows’ campaign, we want to challenge the deeply ingrained thought process and inspire a shift toward true equality in relationships. We believe that responsibilities, like dishwashing, isn’t just about dividing tasks – it’s about recognising each other as equals in every aspect of life. By partnering with Rajkummar and Patralekha, we bring this important message to life, urging couples to embrace equality and make a commitment to own chores equally in their homes.” Ashwini Rao, head, Home and Hygiene, HUL said.
As part of the campaign, Vim has collaborated with Bharat Matrimony, engaging soon-to-be-married couples through in-app interactions. Consumers can also pledge their support for #EqualVow on Vim India’s social media platforms. Additionally, well-known personalities such as Tanvi and Rohan and Varun Grover are participating in the movement, sharing their perspectives on equal partnerships in marriage.