Farah Khan and Dilip make dishwashing fun with Vim in a collab video

Mumbai: Celebrity choreographer and filmmaker Farah Khan Kunder has partnered with dishwashing brand Vim to promote its new product range through her YouTube series ‘Food With Farah,’ featuring her widely loved helper, Dilip.

Khan, who has carved a niche for herself as a content creator and home chef on her YouTube channel, has amassed a loyal following thanks to her candid cooking videos, celebrity appearances, and the comic chemistry she shares with her house staff. 

Dilip, in particular, has become an internet sensation in his own right, earning fans with his deadpan humour and natural screen presence.

In the latest series of brand-integrated episodes, Khan is seen hovering over Dilip in her kitchen, suspiciously noting that he’s washing a suspiciously high number of utensils. What ensues is a comedic exchange that subtly introduces Vim’s new dishwashing liquid into the conversation. The product’s benefits are naturally woven into their signature back-and-forth banter, making the placement feel authentic and entertaining.

In another episode, the duo is seen serving actress Aditi Rao Hydari a home-cooked meal, followed by presenting her with a Vim hamper, highlighting why the product has become a kitchen staple in the Khan household.

This kind of soft, story-led integration is quickly becoming a preferred route for brands in the digital space. Rather than traditional announcements or overtly promotional messaging, creators like Farah Khan are leveraging narrative-driven content and personality-led storytelling to connect with audiences.

As influencer-led content gains ground, brands are increasingly trusting creators to build product narratives organically within their formats. And with social media users embracing these stories as part of their regular viewing, the once-obvious boundaries between entertainment and advertising are blurring faster than ever.

Farah Khan Kunder has transformed her YouTube channel, Food With Farah, into a popular hub for culinary content, celebrity cameos, and branded collaborations. With over 420,000 subscribers and millions of views across her videos, the platform has seen a sharp rise in engagement, particularly during her collaborations with brands like Maggi, Tata Sampann, and now Vim. 

Known for her blend of humour, relatability, and star power, Farah integrates products into her storytelling, often through her banter with Dilip or guest appearances by Bollywood friends.