Vim, one of Hindustan Unilever Limited’s (HUL) leading brands, has been a pioneer in the dishwashing category in India. The brand added another feather to its cap by being named to Kantar’s ‘Brands of the Decade’ list at the Cannes Festival of Creativity 2022. The list included many brands that encountered the biggest increase in their respective categories over a decade!
Vim’s journey was recognized at Cannes alongside several global brands, and it was one of only two out of the fifty largest brands that had constantly grown each year for the past decade. Over a decade in the consumer franchise, the brand grew at nearly twice the rate of the total branded market.
Deepak Subramanian, HUL’s Executive Director-Homecare, said on the occasion, “Vim has continued its journey of being a pioneer in the dishwashing space.” Vim has broken down all socioeconomic and geographic barriers in India to make our customers’ lives easier. We are honored with this prestigious award at the Cannes Film Festival 2022. The journey has been made possible by the brand’s undivided focus on providing superior and best-value dishwashing products to its clients. Through our advertisement films, we have also tried to address the social discomforts that exist in our society regarding dishwashing and chores. We will continue to expand through continuous innovation, strong distribution, and an intentional strategy.”
In the 1990s, Vim became the first brand to pioneer the dishwashing bar concept and assist consumers in making the transition from powder to bar. Vim has grown at a CAGR of 15% over the last four years, increasing brand penetration by nearly 85 million households. Vim is now the undisputed market leader in this field. This journey has been made possible by the brand’s focus on product superiority combined with providing the best value for consumers.
“The FMCG industry has shown itself to be incredibly resilient: delivering consistent growth over the last decade,” said Benjamin Cawthray, Brand Footprint Champion at Kantar. However, ten years of Brand Footprint has demonstrated that consistent growth for individual brands is extremely challenging to achieve. Vim is one of only two global brands in the Top 50 that has grown in each of the ten years we have produced this report. Vim’s success has come from the introduction of new formats and its focus on emerging markets, particularly India, which has continued to grow in importance to the top 50 luxury companies, representing 23% of purchases in 2021, up from 21% in 2020.”
Creative Effectiveness Awards by Kantar India
Vim has pushed the boundaries not only in terms of innovative products but also in changing age-old beliefs and breaking gender stereotypes around dishwashing and chores. Vim 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, going to earn Vim the title of an outstanding performer in the ‘Un-stereotype’ segment out of 350 shortlisted television ads tested in India.
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