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<ul><li><keyword id="1558972" type="General" weightage="20" keywordseo="vim" source="Orion">Vim</keyword>'s campaign speaks to the mindset that when a man does the dishes, he's 'helping' the woman of the house.</li><li>It is conceptualised by Lowe Lintas. </li></ul>Indian women are successfully thriving in numerous fields. They have big dreams and take pride in expressing themselves – as homemakers, as mothers, as artists or as CEOs! Caregiving and household chores are only a part of and not their only responsibilities. But societal limitations of defining them only through chores obstruct them. VIM’s latest ad campaign - ‘Nazariya Badlo, Dekho Bartano Se Aage’ is a nudge to society to see women beyond archaic roles. The TVC is a story of a prospective matrimonial arrangement, where the ‘independent guy’ under the implicit assumption that it is the wife’s job to cook and clean, tries to impress the girl by offering to ‘help’ her with cooking. The girl immediately offers to ‘help’ him with dishes, gently nudging him to be independent in household chores as well, as she could get late from work. The boy’s initial shock and eventual change of perspective drives home the campaign message of ‘Nazariya Badlo, Dekho Bartano Se Aage’. The girl in the ad is not only ‘more than her chores’ but also a change-maker who calls for equal partnership. <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div> Commenting on the launch of the campaign, <keyword id="7230683" type="General" weightage="20" keywordseo="prabha-narasimhan" source="Orion">Prabha Narasimhan</keyword>, Executive Director &amp; VP – Home Care, South Asia said, “Vim is the market leader in Dishwash by far and has helped make the dishwashing process easier and hassle-free over the ages. We are inspired by the successful women around us who excel in whatever they do, being homemakers and decision-makers. They are already way more than chores, but sometimes get limited by society’s definition of chores being a woman’s primary responsibility. If we offload them from these societal stereotypes and the stress caused by them, there is so much more they can and will be. At Vim, that is precisely going to be our endeavour with ‘Nazariya Badlo, Dekho Bartano Se Aage’. Speaking about the same, <keyword id="3433640" type="General" weightage="20" keywordseo="prateek-bhardwaj" source="Orion">Prateek Bhardwaj</keyword>, Chief Creative Officer – Lowe Lintas said, “This campaign speaks to the mindset that when a man does the dishes, he's 'helping' the woman of the house. An act for which society applauds him, when in fact it’s something that he should be doing as a member of the household. Nudging the society to realize this double standard that exists was at the heart of this campaign." Brand Team: Prabha Narasimhan: Executive Director &amp; VP – Home Care, South Asia Aditya Kashyap: General Manager Home and Hygiene, Home Care, South Asia Agency Credits: Chief Creative Officer: Prateek Bhardwaj Chief Operating Officer: Anaheeta Goenka Strategy President: Kunal Joshi VP, Planning: Sundernarayan Venkataramani Regional Creative Director: Shayondeep Pal Group CD and Copywriter: Sidhant Mago Group CD (Art): Zeth AP &amp; Sushant Joshi AVP Account Management: Arjun Hari Client Services Director: Arpita Chakraborty Account Manager: Triptesh Mehta Production House: Chrome Pictures Director: Amit Sharma Executive Producer: Abhishek Notani Producer &amp; Editor: Richa Sharma

Vim's new ad is a nudge to society to see women beyond archaic roles

<ul><li>Seven people from India are part of the jury of this year’s <keyword id="2188061" type="PERSON" weightage="20" keywordseo="Cannes-Lions-awards">Cannes Lions awards</keyword>.</li><li>Jury members hail from across the world and represent the global industry’s leading talent from the broadest spectrum of disciplines. The juries also comprise 51% of female jurors, up from 48% in 2019.</li></ul><keyword id="177378" type="COMPANY" weightage="20" keywordseo="Cannes-Lions">Cannes Lions</keyword> has announced its jury line-up of global experts selected to award the world’s very best creative work and benchmark excellence this June. The Lion-winning work will be announced and awarded during Cannes Lions Live, a fully digital experience, running from 21-25 June 2021, that’s included for free as part of the new LIONS Membership, launching in May. Jury members hail from across the world and represent the global industry’s leading talent from the broadest spectrum of disciplines. The juries also comprise 51% of female jurors, up from 48% in 2019. This year, seven people from India are part of the jury of Cannes Lions awards, mentioned below: <table style="border-width: initial; border-style: none; table-layout: fixed; width: 468pt;"></colgroup></colgroup><tbody><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Category </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Jurors </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Direct Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Santosh Padhi (Paddy), Chief Creative Officer &amp; Founder, Taproot Dentsu, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Entertainment Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Ashima Avasthi Chaudhuri, Head - Content, Zee Studios, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Creative Effectiveness Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Jitender Dabas, Chief Strategy Officer and Chief Operations Officer, McCann Worldgroup, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Glass: The Lion for Change </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Swati Bhattacharya, Chief Creative Officer, FCB, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Health and Wellness Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Titanium Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Sonal Dabral, Writer, Director, Creative Consultant, Tribha, India </td></tr><tr><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Pharma Lions </td><td style="border-left:solid #000000 2.25pt;border-right:solid #000000 2.25pt;border-bottom:solid #000000 2.25pt;border-top:solid #000000 2.25pt;vertical-align:top;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Parixit Bhattacharya, Managing Partner - Creative, TBWA\ India </td></tr></tbody></table> This year’s Lions juries see the highest ever representation from global brands including: Nike Inc, Levi Strauss &amp; Co, Diageo, IKEA, Mars Incorporated, Mondelez, Beats by Dr Dre, Uber, KFC, Oatly, Squarespace, ByteDance K.K., Nestlé, and Aesop. Platforms and entertainment companies represented are: Twitter, Facebook, Netflix, YouTube, Disney+, Spotify, Google, Twitch, alongside NBCUniversal, Vivendi, Universal Music Group, Columbia Records, and Warner Music Central. Among the many global networks represented are jurors from McCann, Ogilvy, Publicis, BBDO, VMLY&amp;R and Dentsu who are joined by specialist and independent agencies such as Quiet Storm, Above &amp; Beyond, Stink Studios, Futerra and Tech and Soul. Simon Cook, Managing Director, LIONS, says: “It’s hugely exciting to welcome this formidable line-up of experts, who will unite across time zones and backgrounds, representing the full scale of our industry. Each year, our juries grow more diverse, which is part of our commitment to appoint outstanding talent from right across the breadth of our global community.” Philip Thomas, Chairman, LIONS, comments: “After pausing the awards last year, our juries will be awarding Lions across two years’ worth of work, which is an unprecedented opportunity to set the global creative benchmark for two years of outstanding creativity.” Thomas adds: “The awards will be the heartbeat of Cannes Lions Live with announcements, analysis, insights and interviews taking place throughout the week. We can’t wait to celebrate and immerse ourselves in Lion-winning creativity alongside our community in June.” Lions juries will take part in remote judging from their home locations worldwide. Speaking about the process, Susie Walker, VP Awards &amp; Insight, LIONS, explains: “Judging is a very human experience. It must also be a rigorous and robust process. Our unique judging platform, successfully trialled at other Lions awards this year, has been built to ensure the value and integrity of the Lion is upheld. We’re committed to delivering a world-class judging experience of the standard we’re known for, and crucially, we want every piece of creative work to be given the time and discussion it deserves.”

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Vim's new ad is a nudge to society to see women beyond archaic roles

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Here are the 7 Indians who will be a part of Cannes Lions Jury this year

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