Brief Explanation

Ariel needed to convey its performance superiority in an intriguing manner to win back market share Situation: 95% Indian households have women doing the laundry! Ariel was present in the minds of these women but not in their hearts. Surf posed a long-term threat as the shares and affinity towards Ariel stagnated. Insight – No matter how successful Indian woman is professionally, at home she is a second class citizen Idea – ‘Share the Load.’ Equality is a burning subject in India - Using laundry as the operative metaphor Ariel communicated - With Ariel’s superior performance anyone can do laundry, even men!

Results and Effectiveness

• In a $ 4.5 billion category, Ariel Matic sales grew 60% v/s year ago • 28% uplift in Ad recall; Unaided Awareness up by 132 Index • Consumer Engagement increased three times. • 98% consumers interviewed would recommend Ariel to their friends • Ariel India trended nationally twice • Over $ 9.5 MM worth of free earned media While 1.57+ Million Men pledged to do laundry (more than all the men in New Zealand) and Ariel became closer to the woman’s heart. The campaign was so powerful that India’s leading matrimonial portal- Jeevansaathi.com made ‘Sharing the Load’ a vital criterion for evaluating a partner

Creative Execution

Phase I – One question to all Indians – Is laundry only a woman’s job? This provoked national conversations and debates across media (Dailies, TV News, PR, Social Media, Radio, Ivideo). Phase II – Getting Indian Men into action (iVideo, TV, Social) ‘Wash bucket challenge’ was thrown to all Indian men – Here they could post their selfies doing the laundry and win a Washing Machine Phase III – Media demonstrated participation (Social Media, iVideo, TV, Dailies) Leading celebrities testified that they share the load. Leading garment brands created and added tags that said – ‘This fabric can be washed by both Men and Women’

Insights, Strategy and the Idea

Fabric-care is a low-involvement category. Consumers repeat brands they are currently using. Ariel’s strategy was to generate highest TOMA by driving ‘Laundry Equality’ conversations The Indian woman manages many things – work, home, food and kids. She is time-deprived, super-active and consumes media on the move. Brands get fleeting moments of attention. Hence, Ariel was present holistically on media she spent time on and interacted with. #ShareTheLoad reached 600 Mn audience, got Women to react and Men to contribute to laundry. Ariel launched the ‘His and Her’ Pack to educate Men. Games and quizzes at leading malls made laundry fun for couples.