The Results

Campaign Reach
94 million
Campaign Length
8 months
Participants in CSR Initiative

The Brief

In India liquid dish wash detergents are considered by many consumers to be ineffective and there is a common perception that they are “money down the drain”. Unilever brand Vim approached Guinness World Records to create a record-breaking marketing campaign that would demonstrate the effectiveness of their liquid and change consumer attitudes towards their product.

The Solution

Guinness World Records focused on creating a record-breaking challenge which would truly put Unilever’s Vim to the test with an attempt to smash the existing record for the Longest line of washed plates was initiated.

To stage the record attempt, Unilever aligned the event with its CSR programme and cooked cooked 17,000 charitable meals for local people. The plates were then washed using just one bottle of Vim liquid and the attempt was the basis of a successful TV campaign to demonstrate the power of Vim washing liquid which was supported by on-pack promotion.

It is a great honour and pleasure to be associated with Guinness World Records. A wonderfully professional, passionate and cooperative team which was there to assist our project in every possible way.

— National Activation Consultant - Hindustan Unilever