News Release
For Immediate Publication

Hindustan Lever Limited Launches ‘New VIM’

 Revolutionary “Stain Cutter” formulation evolved through research, setting benchmarks in tough stain removal
 Launches New Communications Campaign “Khar Khar Ka Muh Tod Jawab”

Pune, Feb, 2002: Hindustan Lever Limited (HLL) announces the launch of New Vim with a unique “Stain Cutter” formulation, that removes the toughest stains (burnt milk/ ghee marks) with ease. The New Vim offers better value and cleaning ability at the old price of Rs. 13 for a 400 gms pack and Rs. 6.50 for a 200 gms pack. New Vim with its contemporary packaging illustrates dynamism and swift stain cutting powers.

Commenting on the occasion, Mr. Dhaval Buch, Category Head-Household Care, Hindustan Lever Limited, said, “Vim is the market leader in the Dishwash category. We at HLL are focused on research and development for consistent delivery of superior products. Thus, New Vim has been developed with a unique stain-cutter formulation that removes the toughest stains such as burnt milk and ghee stains. New Vim offers the consumer a superior performance at a great value”.

The new Vim has a totally new mix, right from the packaging to the formulation of the product. Vim Bar has always been known for raising the benchmark on product performance delivery in the dishwash market. Says Mr. Sanjay Behl, Marketing Manager- Household Care, Hindustan Lever Limited, “ Vim Bar is already the best offering in the market. The real challenge was in bettering the best.” An evidence of this commitment is the New Vim with improved formulation that solves the housewife’s yet unsolved problem of tough stain removal of burnt milk/ghee stain.

This involved very high interaction with the consumer, says Dr. Nikhilesh Mukherjee, Hindustan Lever Research Centre (HLRC), “For the last 2 months every morning my officers used to visit consumer houses to collect utensils in which milk and ghee has been made. After a series of iterations on 600-700 such utensils we have developed the new Vim Bar which is superior on burnt milk / ghee stain removal than any of its predecessors and its competitors. We trust and believe that the quality of the product will be reflected in the faster growth of Vim”.

Vim Bar has always created an impact in the market with its path-breaking communication. The new communication takes it a step forward. Says Mr. Sanjay Behl, Marketing Manager- Household Care, Hindustan Lever Limited “The new communication has been designed to powerfully communicate the tough stain removal properties of the Vim Bar. We have created a new consumer lingo for the tough stain problem with the campaign baseline of Vim being the “Khar Khar ka moh tod jawab”.
Vim Dishwash Bar is the market leader with 60 per cent share in the Rs 400 crore branded dishwash market.

For Details contact
Sameer Ranade
Saprom
98230-66106












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