Brief Explanation

Over generations doing Laundry is considered as a woman’s job. Nielsen survey done by Ariel showed – 76% of men believed that laundry is a woman’s job and that they depend on them for laundry. 85% of women thought they have two jobs – one at work, another at home. Ariel wanted to establish the belief of the fact that washing clothes with Ariel is so easy that anyone, be it a woman or a man, can do laundry without hassles. Hence the movement of SHARE THE LOAD.

Results and Effectiveness

The Movement helped Ariel receive whopping results - 1. 28% uplift in Ad recall for Ariel 2. Unaided Awareness for the brand went up by 132Index 3. Ariel Matic sales grew by 60% 4. Over 1.57Million Indian Men pledged to do laundry 5. Highest Response Rate with Engagement increasing ~3times. 6. Ariel India trended Nationally twice with 9MM+ impressions 7. Over 1.6Billion free earned Impressions 8. Over INR 60 Cr of Free Earned Media The movement not only delivered business results but also made a change in the mindset of the people setting up a unique equality platform.

Creative Execution

Phase I- The Teaser launched on YouTube sparked a lot of conversations around ‘Is laundry Only a Woman’s Job?’ Nielsen Results were seeded on Facebook and Twitter sparking debates and conversations. Phase II- Wash Bucket Challenge was introduced on Facebook and Twitter to encourage men to take up Laundry and pledge to #Share the Load Facebook click to Missed Call was used for IVRS to help audience record pledge from their Smartphone. We partnered with Jeevansaathi.com – a leading matrimonial site, to ask eligible grooms question even before marriage: Do you prefer to “’Share the Load’ with your future partner?”

Insights, Strategy and the Idea

Given the grim reality of disparity in household work, Ariel took up the task to ease life of Indian women by providing superior detergent and unburdened their load. Ariel wanted to encourage Indian men to appreciate the efforts of their partner and share the domestic load at home. While we wanted married couples to convert to a more shared household, we also wanted to nip the stereotypical load imbalance in the bud – before marriage. The movement was launched in two phases– 1st to reveal disparity and 2nd give a platform to act against this disparity and change for good.