Our communication strategy took an unconventional route to getting our housewives attention. Dishes were personified, which came alive in new and surprising ways to engage with the housewife across TV, Print, Out of home, radio, social media.

•Campaign started with a 4 week Protest.•Aired 10 second teasers on TV featuring animated characters (Plate, Glass & Wok) complaining about being dirty.•Protests were staged outside the press club and key public areas by people dressed in dish costumes recorded and broadcast across TV and online channels.•Protesting dishes appeared on live TV shows and radio raving about their bad situation.•Facebook page was activated to gather support for the protesting dishes.•Rescue: Once the Protests gained momentum and attention, Vim came to the rescue.•15 second animated TVC and Vignettes of happy dishes on the streets were recorded and aired on TV and live calls on Radio shows harping about VIM.

Within 5 months of the campaign, Vim achieved a market share of 8.9%.Share of shelf for Vim reached 40% in just 5 months which is an extraordinary achievement for a newly introduced brand.

In less than 20 days VIM Protesting Dishes generated 20,000+ fans on Facebook.Campaign digital activities generated 14Mn impressions.