On Instagram, Vim shared a post, which they wrote in the caption: “We’re not serious about black bags, but we’re serious about men doing chores around the house.”
UPDATE – 10:30 AM, MONDAY – DECEMBER 12 22
Photo: Twitter
New Delhi: Dishwashing brand Vim responded to all the social media backlash on Sunday for its latest ad campaign, “the first men’s black dishwashing liquid”, saying it was “a joke”.
On Instagram, Vim shared a post, which they wrote in the caption: “We’re not serious about black bags, but we’re serious about men doing chores around the house.”
“Dear men, this is a joke,” the post read.
Vim also shared an open letter with the caption: “Hey guys, this is what we say from the bottom of our hearts.”
The letter reads: “Just the bottle is different, the liquid inside has always been the same… Bartan dhona sabke liye ek jaisa, to liquid bhi ek hoga na? You don’t need a new bottle to go into the kitchen, just realize that these are your chores too live!”
The controversy started shortly after Milind Soman promoted a new black dishwashing liquid on Instagram, emphasizing that men should have an equal share in dishwashing and other household chores.
After sharing the video, Soman wrote on Instagram: “Vim Black – Dish soap for men. Or is it? @vimindia @mtvindia #VimBlack #VimForMen #BragWithSwag.”
The ad featured a young man bragging about helping his mother do the dishes at the gym. “Woh thodi thakaan ho gayi thi. Actually, every night, we learn the same thing. Help mom, I’ll give it at some point and will do the same,” he told one woman.
The ad campaign didn’t go well with many users, and it angered netizens on social media for promoting sexism.
One netizen commented: “Are you serious??? 2022?? Changing the bottle from yellow to black to ‘feel masculine’. Slow shot… what the real f*** is?
Another user wrote: “Sir!! Disappointed to see you supporting something like this. What the hell does detergent liquid have to do with the least things men do??? Why should it be labeled or differentiated based on gender? What the fuck does that mean???? It makes sense 0.”
“Probably the dumbest product and ad I’ve ever seen. Come on Milin, better ad,” another fan commented.
Soman, 57, has yet to react to the backlash.
