For decades, Vim has been more than just a dishwashing brand, it has been a trusted partner in countless kitchens as a superior cleaning power and a champion of culinary pride.
Vim first arrived in Bangladesh in 1987, carrying a simple promise: to make dishwashing easier, faster, and cleaner. Back then, ash and detergent powder were common companions in the kitchen. But soon, a small scoop of Vim powder began changing that story with its powerful grease-cutting formula and fresh lemon fragrance.
As the years went by, Vim continued to evolve with the rhythm of Bangladeshi households. In 2001, it introduced the Vim Dishwash Bar, a compact solution designed for busy kitchens. With its affordability and convenience, the bar quickly became a household staple, transforming dishwashing into a simpler, more satisfying routine.
From those first days of replacing ash to now being a trusted name on every kitchen shelf, Vim has remained an integral part of the country’s culinary rhythm.
Rooted in Tradition: Vim’s Legacy in Mass Communication and Cultural Connection
Recognised as the most chosen homecare brand in the country for two consecutive years (according to the Brand Footprint report), Vim’s journey in Bangladesh has been defined by its deep connection to local culture. The brand’s early campaigns relied on introducing modern dishwashing habits through compelling storytelling on television and widespread rural activation. One of the brand’s most iconic initiatives was the Vim Smart Grihini television series—a household drama that celebrated the resilience and wisdom of Bangladeshi homemakers, reaching millions across the country through relatable narratives. This campaign helped establish Vim not just as a product, but as a brand that understood and respected the pivotal role of homemakers in our society.
From village courtyards to national broadcast networks, Vim engaged directly with consumers using radio, TV, and interactive folk sessions, delivering both education and empowerment. The Vim Bar Challenge campaign and scrubber bundling schemes demonstrated the brand’s commitment to making kitchen care accessible and rewarding across all segments of society.
The beloved Vim Monohor Iftar, hosted by celebrity chef Keka Ferdousi, became a household Ramadan tradition, showcasing culinary joy and pride, and cleaner kitchens in every frame. By bringing together product awareness, entertainment, and cultural pride, Vim has consistently engaged consumers in a way that goes beyond mere marketing. In fact, in 2025, Vim Monohor Iftar was rated the highest as an entertainment TV show during Ramadan.
Reviving Culinary Pride: Ek Nimishe Deshi Shaad
Building on this heritage, Vim Liquid launched its latest initiative: 1 Nimishe Deshi Shaad - a celebration of Bangladesh’s rich culinary diversity. This campaign goes beyond cleaning dishes and dives into food that brings families together and traditions that define Bangladeshi kitchens.
The campaign spotlighted regional recipes and home chefs, helping unearth lesser-known culinary gems from across the country. With over 65 million TikTok views and over 4 million views on YouTube, the campaign has become a digital phenomenon. In the coming days, Vim envisions creating a digital platform that celebrates culture, creativity, and the joy of cooking.
Festive Innovation: Vim Liquid Ramadan Exclusive Pack
In 2025, Vim Liquid underwent a dynamic relaunch with a modern, trendier packaging and a bolder proposition to strengthen Vim liquid’s place in the hearts and homes of consumers. To make the experience more accessible, the format was also redesigned to fit seamlessly into every household’s needs. The journey continued with the launch of the Ramadan Exclusive Pack - a limited-edition product, designed to reflect the spirit of the season with premium packaging and festive appeal.
But it was more than just packaging. The pack served as an invitation—encouraging consumers to nominate themselves for a chance to attend an exclusive cooking masterclass with the iconic Chef Keka Ferdousi. 20 aspiring chefs would then be selected for professional culinary training, while getting featured on Vim Liquid’s social-first platforms.
By weaving together tradition, digital innovation, and community pride, Vim once again proved that it is more than a kitchen companion, it is a celebrator of culture.
Looking Ahead
From bar soaps to liquid innovations, from radio dramas to TikTok challenges, Vim continues to evolve while staying true to its roots. Through every product launch and every campaign, Vim’s message remains the same - celebrating care, culinary joy, and the people behind every meal. Through changing times and tastes, Vim remains woven into the fabric of the everyday lives of the Bangladeshis, more than just cleaning dishes, but helping preserve the traditions that matter.