Vim India + SheThePeople: Love, Life, And A Sinkful Of Dishes

For generations, the act of doing the dishes has carried invisible weight, often viewed as "women's work," unacknowledged and undervalued. In modern relationships, where equality is increasingly the norm, household chores remain one of the last holdouts of traditional gender roles. Vim India sought to challenge this dynamic through a bold, culturally relevant campaign titled "Love, Life, and a Sinkful of Dishes."

Timed with Valentine’s Day, a moment saturated with roses, romance, and big gestures, Vim India chose a different route. The campaign centred not on grand displays of affection, but on something more intimate: the small, everyday acts of care that define real partnership. Their message was clear: doing the dishes isn’t a duty — it’s love in action.

The Approach: An unfiltered conversation

To bring this idea to life, Vim India partnered with SheThePeople, India’s leading platform for women’s stories, for a special podcast episode featuring poet and performer Priya Malik. Known for her raw, honest reflections on love, womanhood, and relationships, Malik was the perfect voice to anchor this campaign.

The episode was published on SheThePeople’s YouTube channel, with a reel version on Instagram to drive engagement and extend reach. The candid conversation explored themes of love, equality, and partnership — not in theory, but in real, lived-in details. It gave audiences a rare look at the emotional strength behind shared chores and mutual respect.

The Message: Love is Parwaah (Care)

“Pyaar parwaah hai,” Malik said in conversation with Ruchi Chopra, defining love not as drama or dependency, but care which is consistent, unspoken, and freely given. “It’s a given. It should always be there,” she added.

This subtle shift reframed domestic labour not as a burden or bargaining chip, but as a natural part of being in a partnership. She shared how, in her own marriage, doing the dishes was never a chore assigned by gender. “If I'm cooking, he's doing the dishes. If I'm cleaning, he's doing the washing. It was just normal, natural, and a part of who we are.”

This idea that chores don’t need to be glorified, just shared formed the emotional core of the campaign.

Breaking the Cycle: A Generational Shift

Malik also described her mother-in-law’s surprise at seeing her son make tea in the morning. “I've never seen my son make tea,” she said. For many Indian mothers, it’s a revelation, not because men can’t do it, but because they never had to.

The campaign invited viewers to reflect on what love looks like in action, unlearning the outdated patterns. As Malik put it, “Even animals clean up after themselves… as human beings, it should just be something so basic.”

The Impact

The podcast resonated deeply, both emotionally and culturally. Here’s how the campaign performed:

Total Reach: 22 million

Total Views: 1.2 million

Instagram Reels Engagement: Thousands of shares and comments around chore-sharing and gender-neutral partnerships

More importantly, the campaign sparked conversations. In comment sections and DMs, viewers shared their own stories — of rethinking household roles, of being surprised by their partner’s effort, or of wanting to raise their children differently.

Why It Worked: A Story Over a Slogan

Unlike most branded campaigns that focus on product-first messaging, "Love, Life, and a Sinkful of Dishes" worked because it led with a story, not a sale. By grounding the message in a real-life conversation, intimate, reflective, and gently humorous.

The campaign showed that brand impact isn’t always about visibility — it’s about relevance. In a time when audiences crave authenticity, this campaign stood out for being vulnerable, truthful, and quietly radical.

By pairing a thoughtful voice with a culturally resonant topic, “Love, Life, and a Sinkful of Dishes” cleaned more than plates — it cleared the way for honest, modern conversations about love, care, and partnership.