Title | SHARE THE LOAD |
Brand | P&G INDIA |
Product / Service | ARIEL MATIC |
Category | B03. Branded Content & Entertainment Film |
Entrant | BBDO INDIA Mumbai, INDIA |
Entrant Company | BBDO INDIA Mumbai, INDIA |
Advertising Agency | BBDO INDIA Mumbai, INDIA |
Production Company | RED ICE FILMS Mumbai, INDIA |
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 |
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.