Hindustan Unilever Limited’s dishwashing brand Vim added a new feather in its hat by making it to Kantar’s ‘Brands of the Decade’ list at the Cannes Festival of Creativity 2022. The list included various brands that saw the highest growth in their respective categories over a decade.
The brand’s journey was recognized at Cannes amongst several global brands and was one of the only two, out of the fifty biggest brands, which had consistently grown every year of the past decade. The brand grew at almost double the total branded market’s growth rate, over a decade in consumer franchise.
Speaking on the occasion, Deepak Subramanian, Executive Director- Homecare, HUL said “Vim has continued its journey of being a pioneer in the dishwashing space. Through its versatile products, Vim has cut across all socio-economic and geographic barriers of India to make our consumers’ life easy. We are honoured to receive this prestigious recognition at Cannes Festival 2022. The journey has been possible due to the brand’s undistracted focus on providing superior and best-value dishwashing products to its consumers. We have also tried to address the social discomforts that exists around dishwashing and chores in our society through our ad films. We will continue to grow through continuous innovation, strong distribution and a purpose led strategy.”
According to the statement issued by the company, during the past four years, it has expanded at a CAGR of 15%, increasing the brand’s penetration by about 85 million additional households.
Benjamin Cawthray, Brand Footprint Champion at Kantar said “The FMCG industry has shown itself to be incredibly resilient: delivering consistent growth over the last decade. However, with ten years of Brand Footprint we have seen that consistent growth is very hard to achieve for individual brands. From the Top 50 most chosen global brands, Vim is one of only two that have grown in each of the ten years we have produced this report. Vim’s success has come through the introduction of new formats and its focus on emerging markets, particularly India which continued its growing importance to the top 50 global brands, representing 23% of purchases in 2021, up from 21% in 2020.”
The brand won the ‘Un-stereotype’ category award at Kantar’s Creative Effectiveness Awards 2022 for its recent ad film on ‘Arranged marriage’. The film celebrated gender progressiveness which got Vim the winning title as an outstanding performer in the ‘Un-stereotype’ segment, amongst 350 shortlisted television ads tested in India. Kantar’s collaboration with the Unstereotype Alliance has led to the development of the Unstereotype metric (UM) which Kantar now includes as a measure of gender portrayal in advertising as an integral part of its communication solutions.
