Description
In Punjab, Vim Bar faced declining sales due to a strong consumer belief that it dissolved too quickly. While the product was reformulated to last longer, the task was to communicate this change in a way that felt rooted in local culture. We reimagined Heer–Ranjha in a contemporary setting, using a familiar trope from Punjabi cinema, lovers communicating silently across distance. Through this, a simple truth unfolds: Ranjha no longer visits Heer’s shop because Vim now lasts longer, leaving him without an excuse to see her. Blending regional folklore with a relatable insight, the writing draws from Punjabi nuances, the intimacy of everyday relationships, the ease between mother and son, and romantic details like fleeting touches while exchanging a Vim bar and serendipitous moments that spark chemistry. Familiar cultural cues, such as a hiccup hinting someone is thinking of you, make the emotion instantly relatable, delivering the product’s improved longevity through romance and humour
