Breaking stereotypes with ads may not be so easy despite big brand backing

Experts believe advertisers trying to reverse gender roles in their brand communication walk a thin line in today's 24x7 digital age

Breaking gender stereotypes may not be all that easy even though brands are pushing for it. It has always been a tight line and the latest brand to take a hit has been Hindustan Unilever’s dishwashing product, Vim. The brand's spoof-featuring actor, model and fitness enthusiast has made an effort to drive home the point that dishwashing is not just a woman’s chore, but is in fact gender neutral.

In a release, HUL said, “The key message being driven is that men need a change of perspective, not a specialised product to get them to do their own chores at