MUMBAI : Vim’s latest campaign, Equal Vows, takes a fresh look at household equality with film couple Rajkummar Rao and Patralekha Paul Rao. Tackling the age-old divide in domestic chores, the campaign challenges traditional gender roles and encourages couples to share responsibilities as true partners.

The campaign’s ad film follows a young couple, Isha and Nimit, who host Rajkummar and Patralekha for dinner. When Isha’s mother questions why Nimit is washing dishes, the conversation shifts to the true meaning of partnership in marriage. The film ends with Isha and Nimit pledging to share household duties equally.

HUL head of home & hygiene Ashwini Rao  said, “Household chores, especially after marriage, often fall disproportionately on women. Through ‘Equal vows,’ we aim to challenge these ingrained perceptions and promote true partnership in relationships.”

Rajkummar and Patralekha, who embody these values in their own lives, expressed their support for the campaign. “We believe in sharing responsibilities at home Patralekha enjoys cooking, and I do the dishes. It’s a simple yet important way to show mutual respect,” said Rajkummar.

The campaign extends beyond television and digital platforms, with Vim partnering with Bharat Matrimony to engage soon-to-be-married couples. Celebrities such as Tanvi and Rohan, along with comedian Varun Grover, have also joined the movement, sharing their commitment to equal partnerships.