Product / ServiceARIEL MATIC
CategoryB03. Branded Content & Entertainment Film
Entrant Company BBDO INDIA Mumbai, INDIA
Advertising Agency BBDO INDIA Mumbai, INDIA
Production Company RED ICE FILMS Mumbai, INDIA

Brief Explanation

Women in India have two jobs – one at the office and the other at home. They have to do all the household chores alone. More than ‘76% of married women feel men prefer relaxing over helping with household chores’ according to our research. Ariel decided it was time to address this inequality at home and so we launched #ShareTheLoad. We started by raising an important question – Is laundry only a woman’s job? This immediately provoked a national conversation. But this wasn’t going to be enough. To get our message of equality at home out, we decided to reach men and women in ways they would least expect. We turned an unexpected medium – the wash care label – into an advocate of gender equality. We tied up with retailers, manufacturers and designers to carry our message on their wash care labels. Here we created new icons that symbolized how easily the piece of garment can be washed by both genders. With this, an ignored part of the garment caught the attention of the nation for the first time.


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