Mumbai: Vim, the trusted name in dishwashing products, has launched its ‘Equal Vows’ campaign to encourage couples to embrace shared responsibilities in household chores. The campaign, featuring Bollywood’s Rajkummar Rao and Patralekhaa, promotes equality in relationships by reimagining traditional wedding vows, calling for an equal partnership where both partners take responsibility for managing the household.
Conceptualized by Lowe Lintas, the campaign underscores the importance of equality in marriage, empowering couples across India to pledge their commitment to shared responsibilities. One of the major highlights of this initiative is the collaboration with Satchikitsa Prasarak Mandal, an NGO known for organizing mass weddings in Yavatmal, Maharashtra. As part of this effort, Vim’s campaign film captures the solemn moments of 120 couples making the #EqualVow, promising to equally share household duties. The officiating priest emphasized, “This initiative makes the responsibility of running a household equal for both the husband and the wife. This ideology should be propagated,” reinforcing the message that vows should reflect equality in all aspects of life.
To further the campaign, Vim also partnered with Swiggy Instamart, offering consumers a Valentine’s Day-themed reminder of equality. Through this collaboration, customers purchasing gifts on the platform received complimentary Vim-branded kitchen merchandise, such as fridge magnets, featuring the #EqualVow message. The campaign uses quick commerce to raise awareness, encouraging couples to reflect on their relationship dynamics and strive for an equal share in household responsibilities.
Ashwini Rao, Head of Home and Hygiene at Hindustan Unilever Limited (HUL), commented, “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 This initiative goes beyond dishwashing—it’s about challenging outdated mindsets and driving real social change. Through our collaboration with Satchikitsa Prasarak Mandal, Swiggy Instamart, and Bharat Matrimony, we are bringing #EqualVows into homes across the country.”
Anaheeta Goenka, COO at Lowe Lintas, further added, “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. This initiative is a step toward normalizing shared responsibilities as a fundamental part of every marriage.”
Bharat Matrimony, a leading matrimony platform, also joined the campaign to promote equality in marriage, particularly in the context of household chores. Recognizing that marriage plays a pivotal role in shaping gender roles in homes, Bharat Matrimony is actively engaging individuals who are about to begin their marital journey, encouraging them to take the #EqualVow pledge. This collaboration aims to amplify the message of equality across Bharat Matrimony’s digital platforms and Wedding Bazaar, inspiring millions of couples to adopt equal responsibilities from the start of their marriages.
By leveraging cultural moments and strategic partnerships, Vim’s ‘Equal Vows’ campaign is set to inspire a generation of couples to rethink gender norms and foster equality in their homes. Through shared responsibilities in household chores like dishwashing, Vim is not just creating awareness—it’s contributing to building truly equal partnerships.
