Leading dishwashing brand Vim has launched its ‘Equal Vows’ campaign, featuring Bollywood couple Rajkummar Rao and Patralekhaa, to advocate for equal responsibilities in marriage. Conceptualised by Lowe Lintas, the campaign encourages couples to embrace equality in household chores, redefining traditional marital roles.
As part of this initiative, Vim collaborated with Satchikitsa Prasarak Mandal, an NGO that organises mass weddings in Yavatmal, Maharashtra. The campaign captured 120 couples pledging to share responsibilities, reinforcing the message that equality should be reflected in wedding vows. The officiating priest highlighted, “This initiative makes the responsibility of running a household equal for both the husband and the wife. This ideology should be propagated.”
Additionally, Vim partnered with Swiggy Instamart during Valentine’s Day, promoting awareness of #EqualVow through complimentary kitchen merchandise. Customers received fridge magnets carrying messages of equality, prompting reflections on shared responsibilities.
Ashwini Rao, Head of Home and Hygiene at HUL, stated, “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 This initiative goes beyond dishwashing—it’s about challenging outdated mindsets and driving real social change.”
Furthermore, Bharat Matrimony, a leading matrimonial platform, has joined Vim in promoting equality among soon-to-be-weds. The platform is encouraging users to take the #EqualVow pledge and is amplifying the message through Wedding Bazaar, inspiring millions to foster balanced partnerships.
Anaheeta Goenka, COO of Lowe Lintas, remarked, “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.”
By tapping into cultural moments and digital platforms, Vim is furthering awareness of equality in marriage, reinforcing the importance of shared household responsibilities.
