SHARE THE LOAD

Short List
TitleSHARE THE LOAD
ClientP&G INDIA
Product / ServiceARIEL MATIC
CategoryI01. Integrated Multi-Platform Campaign
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company BBDO INDIA Mumbai, INDIA
Advertising Agency BBDO INDIA Mumbai, INDIA
Production Company RED ICE FILMS Mumbai, INDIA

Creative Execution

We kicked off the movement with an ad that asked an important question – ‘why is laundry a woman’s job?’ This provocative message sparked a national conversation. In response, Ariel launched the 'His and Her' pack – the first in the world. In addition to that, an unexplored everyday medium – clothing labels – were turned into advocates for gender equality. In a landmark move, Ariel tied up with matrimonial websites where marriages are arranged. Here the willingness to share the load was made mandatory in the matchmaking profiles. All of these together spurred conversation.

The campaign got the attention of and engaged with our TG: • Unaided Brand Awareness increased by 132% within the first month. • The campaign generated free-media worth USD 9.5 million • Over 1.57 million men pledged to ‘Share the Load’ across the country through mobile, social media, mall activations and purchase of Ariel Matic His& Her pack • 1.6 billion free earned Impressions • Over 6.8MM views on YouTube for the movement video. • On Facebook, engagement-rate went up a record 225%

The Task: Drive relevance of Ariel, the most expensive laundry detergent in India. The Insight: 87% of Indian men believe laundry is a woman’s job. This points to an inequality embedded culturally in each and every Indian home… where a modern urban women can be equal contributors to the family income, but the burden of household chores still lies on their shoulders. The Idea: #ShareTheLoad – a provocative social movement that exposed the inequality embedded culturally in each and every Indian home. The Strategy: Spark off conversations and debate across homes and the media about gender inequality at home to not just drive relevance of the brand, but also create a mind-set shift in men across the country.

Credits

Name Company Position
Josy Paul BBDO India Chief Creative Officer
Hemant Shringy BBDO India Senior Creative Director - Copy
Sandeep Sawant BBDO India Senior Creative Director and Head of Art
Umma Saini BBDO India Group Head - Copy
Balakrishna Gajelli BBDO India Creative Director - Art
Ajai Jhala BBDO India Chief Executive Officer
Rajat Mendhi BBDO India Vice President - Planning
Sidheshwar Sharma BBDO India Vice President - Account Management
Vikram Thurakhia BBDO India Account Director
Dimple Shetty BBDO India Planner
Kunal Matta BBDO India Account Executive
Hitesh Shah BBDO India Studio Manager
Abbas-Joy BBDO India Creative Copy
Venkatesh-Shankar BBDO India Graphic Artist
Rajeev-Sameet BBDO India Graphic Artist
Shimit Amin RED ICE Films Film Director
Gary Grewal RED ICE Films Film Producer
Karan Sharma Ustudios Video Director
Ajay Tiwari Ustudios Video Producer
Links
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