Ritviz x Vim: Turning dishwashing into a musical hit

New Delhi: It’s not every day you see a quirky pairing like musician Ritviz and dishwashing brand Vim. 

In a fun twist, HUL’s Vim has teamed up with Ritviz for an indie music video called ‘Nazaare,’ giving the mundane chore of dishwashing a fresh, vibrant spin.

Using music to connect with consumers is an unexpected move for a dishwashing brand, especially with an indie artist like Ritviz, known for his electronic beats.

Check out the video here:

When asked about what led Vim to take the music route in marketing, Ashwini Rao, Head, Home and Hygiene, Hindustan Unilever, explained, "When we approached customers and asked about their thoughts on dishwashing, a recurring theme was that many found it boring and tedious. To break the monotony, they often resorted to listening to music, which made the task feel less like a chore and more enjoyable."

Inspired by this insight, HUL took an unconventional approach—bringing the joy of dishwashing to life through music. 

Rao added, "Ritviz was the perfect fit. His infectious energy and ability to create fun, vibrant beats aligned with our goal to turn the kitchen into a happy and fun environment."

The video begins with Ritviz facing a creative block as he tries to bring a tune together to meet his deadline. His dilemma is deepened because his parents also proceed to go out, albeit leaving him with the thought of “finding joy in small things.”

As he thinks about it, he goes into the kitchen, where an idea strikes him in the middle of his dishwashing routine! He’s quick to capture this moment on his Vim Beats sound band, which he later turns into an entire dishwashing song. What’s really interesting is how his neighbours, who are all left to do chores just like Ritviz is, also get up and have fun doing the dishes to this song that is playing out of Ritviz’s home. 

Rao said that the brand worked closely with Ritviz to develop a track that was inspired not just by the idea of dishwashing, but also by the sounds and rhythms that accompany the activity. 

“He incorporated actual beats derived from everyday kitchen sounds to create a catchy melody. Leveraging these elements, Ritviz was able to produce a song that captures the essence of turning an otherwise mundane task into something enjoyable. The final result was more than just a piece of music; it was a new way to experience dishwashing through sound, rhythm, and creativity,” he said. 

Highlighting the importance of music in content marketing, Rao emphasised that some of the most popular and relatable content today is remembered not just for its visuals or storyline, but for the music that accompanies it.

“What makes music so powerful is its duality,” Rao elaborated, “it has the universal quality to unite people. The right soundtrack can amplify your message, drive home the narrative, and create a lasting impression, making it an important element in content marketing.”

Rao then went on to talk about the importance of riding branded content beyond traditional advertising. He said, “We must go beyond traditional messaging and embrace platforms and content formats that resonate with today’s digitally savvy audience.” 

With a gradual yet exponential rise in digital consumption, we’ve observed a significant shift in the type of content our consumers are engaging with. We understand that our consumers are not just looking for functional benefits; they want content that adds value to their lives—whether through entertainment, education, or inspiration, he added. 

Rao also told BuzzInContent that they focus on creating branded content that seamlessly fits into their online experience, rather than appearing as a force fit.

To boost the campaign further, Vim is teaming up with over 200 influencers, including celebrities like Amyra Dastur, Nidhhi Agerwal, and Karan Singh Grover, who will recreate and repost fun moments from their daily chore routine on Instagram.