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Vim, the renowned dishwashing brand by Hindustan Unilever (HUL), has teamed up with Indian pop artist Ritviz for an innovative new campaign titled ‘Nazaare’. This latest effort aims to transform the mundane task of dishwashing into an enjoyable activity, thanks to Ritviz's infectious beats and quirky music video.
In the campaign, Ritviz is depicted grappling with a creative block while trying to finish a new tune. The situation is made more challenging by his parents' absence, which leaves him contemplating how to find joy in simple tasks. Inspired by this, Ritviz heads to the kitchen, where he strikes upon the idea of creating a dishwashing-themed song. The resulting track, created with his Vim Beats sound band, quickly becomes a hit among his neighbours, who join in the fun of doing their dishes to the rhythm of the song.
Ashwini Rao, Head of Home and Hygiene at Hindustan Unilever Ltd., commented, “This campaign provides a fresh perspective on a common household chore. Dishwashing is often delayed and disliked, but Vim has always aimed to simplify this task. With Ritviz's new tune, we’re turning dishwashing into a joyful experience and encouraging people to have fun while they clean.”
Ritviz shared his thoughts on the collaboration, saying, "Working with Vim on this music video was an exciting challenge. Creating a song inspired by dishwashing was unique, and I hope it inspires people to find joy in even the simplest tasks."
To amplify the campaign, Vim is collaborating with over 200 influencers, including celebrities such as Amyra Dastur, Nidhhi Agerwal, and Karan Singh Grover. These influencers will share their own fun dishwashing moments on Instagram, promoting the enjoyable side of this daily chore. The song is available across major music platforms, including Spotify, Amazon Music, Apple Music, JioSaavn, YouTube Music, and on the brand's official Instagram and YouTube channels.
