|Title||SHARE THE LOAD|
|Product / Service||ARIEL MATIC|
|Category||A04. Use of Merchandising/in-Store Experience|
|Entrant||BBDO INDIA Mumbai, INDIA|
|Entrant Company||BBDO INDIA Mumbai, INDIA|
|Advertising Agency||BBDO INDIA Mumbai, INDIA|
|Production Company||RED ICE FILMS Mumbai, INDIA|
|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|
Indian women have two jobs – one at office and other at home. They do the household chores alone. 87% of Indian men believe laundry is woman’s job and they don’t do laundry simply because they don’t know how-to. Ariel decided to stand up for equality of women at home with #ShareTheLoad. We started with an important question – Is laundry only a woman’s job? But that wasn’t enough. Our challenge was to reach out to men and women in places where our message would create maximum impact and get talked about. We took up the task of making men Laundry Graduates in less than a minute. To achieve this, we set-up installations which through series of steps enabled men walking into the tunnel complete laundry within a minute. We used an app to test their LaundryIQ and, as a gratification of their efforts, donned them with graduation robes.
The specific task was to make men and women talk about gender inequality at home and create a mind-set shift. But our challenge was to reach out to men and women in places where our message would create maximum impact as well as get talked about. Here is where we saw the opportunity to demonstrate in an interactive way Ariel’s promise of ‘best stain removal in one wash so that anyone can do laundry’ by making men Laundry Graduates in less than a minute.
The Ariel #ShareTheLoad wash care label immediately grabbed the attention of people and media. • Leading clothing brands, manufacturers, retailers and designers embraced the label. • Influential Indians came out in support of the new wash care label and the message of equality at home behind it. • Not just that, it grabbed the attention of the media and people on social media. • Unaided Brand Awareness increased by 132% within the first month. • The campaign generated free-media worth USD 9.5 million • Millions of men pledged to ‘Share the Load’ across the country • On Facebook, engagement-rate went up a record 225%. • On Twitter #ShareTheLoad trended nationally with over 8 million impressions. • Sales went up by 60%.
Ariel is a leading laundry brand in India. To drive relevance of the brand, Ariel decided to address the issue of inequality at home through the launch of #ShareTheLoad. The campaign started by raising an important question – Is laundry only a woman’s job? But that was not enough. Our challenge was to reach out to men and women in places where our message would create maximum impact as well as get talked about. Here we took up the task of making men Laundry Graduates in less than a minute. To achieve this, we set-up installations which through a series of steps enabled men walking into the tunnel complete laundry within a minute. We used an app to test their LIQ (laundry IQ) and as a gratification of their efforts donned them with graduation robes.