Vim and Bollywood power couple spark a dishwashing revolution

Bollywood couple Rajkummar Rao and Patralekha Paul Rao have joined hands with Vim to share the social message of equality at home. With their recent campaign, they encourage couples to pledge for an #EqualVow and rethink household dynamics, embracing equality in everyday mundane tasks like dishwashing, made easy with Vim’s innovative products. 

Having been married for three years now, Rajkummar and Patralekha exemplify a balance in their own relationship, emphasising that equality is the foundation of their bond. Their wedding vows, though unplanned, centered on the simple yet powerful promise to always support each other and divide everything equally. 

“We agreed from the start that there would be no hierarchy in our relationship. Everything would be shared—big or small,” says said Patralekha. From then, this mutual understanding extends into everyday tasks like cooking and laundry to dishwashing.

She added that Rajkummar is impeccably organised. “He even knows where the smallest things are kept! I love cooking, and Rajkummar always has my back by taking care of the dishes. These small acts of partnership bring us closer and reflect the equality we believe in,” she added.

Rajkummar shared, "The idea of ‘Equal Vows’ resonates deeply with us. In our relationship, we believe that equality starts with simple actions. I love doing the dishes when Patralekha has done the cooking, or handling chores when she’s away—it’s about making life easier for each other. For us, it's not about keeping score but about being there for one another. I hope this campaign encourages others to bring that same sense of balance into their homes."

Ashwini Rao, head of home and hygiene at HUL, noted that, “Through our ‘Equal Vows’ campaign, we want to challenge the deeply ingrained thought process and inspire a shift toward true equality in relationships. We believe that sharing responsibilities, like dishwashing, isn’t just about dividing tasks—it’s about recognising each other as equals in every aspect of life. By partnering with Rajkummar and Patralekha, we bring this important message to life, urging couples to embrace equality and make a commitment to share responsibilities equally in their homes.”

In a world where balance is key, small gestures of shared responsibility can make a big difference. Vim is now inviting consumers to be a part of the change. By taking the #EqualVow pledge on Vim India’s social platforms, consumers can join the revolution and embrace equality in their everyday lives. To make it even more exciting, a host of celebrity couples will be sharing their personal commitments to equal partnerships, inspiring their followers to take the pledge and become part of the movement!

Campaign’s take: In a society where gender roles become more pronounced post-marriage, Vim’s latest campaign with Rajkummar Rao and Patralekha is stirring up more than just soap suds—it’s igniting a conversation on equality at home. With a clever mix of relatability and advocacy, it tackles the lopsided division of household chores, inviting couples to break free from entrenched stereotypes.

The #EqualVow campaign taps into an undeniable truth: while women shoulder the bulk of domestic work, true partnership lies in sharing the mundane as much as the momentous. By positioning dishwashing as a symbolic act of equality, Vim shifts the narrative from ‘helping out’ to taking ownership. It’s an insight that resonates beyond households—brands looking to connect with modern audiences must acknowledge the evolving expectations of equality.

What makes this campaign stand out is its seamless blend of social messaging with brand purpose. Backed by celebrity advocacy and a digital pledge, Vim turns a household chore into a movement. As brands increasingly take a stance on cultural issues, this campaign is a masterclass in using influence for impact—one dish at a time.