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.