Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Vim

The Indian context has an interesting history with respect to dishwashing powders and liquids. The brand Vim has been available in India for about five decades. Earlier, it used to come in a tall cardboard box, and housewives belonging to the upper-middle class used to stock it and perhaps use it sparingly. Vim had also come out with soap bars for dishwashing purposes.

During the 1990s, Vim introduced the liquid version of the washing powder. Vim followed this up with several advertising campaigns including the Vim challenge, which challenged housewives to clean a minimum number of vessels with a judicious usage of the Vim liquid detergent (Kumar, 2008).

More recently, Vim came out with a very interesting advertisement which was formulated ...