DADS #SHARETHELOAD

TitleDADS #SHARETHELOAD
ClientPROCTER & GAMBLE INDIA
Product/ServiceARIEL MATIC
CategoryA03. Video / Moving Image
EntrantBBDO INDIA Mumbai, INDIA
Idea Creation BBDO INDIA Mumbai, INDIA
Media MEDIACOM Mumbai, INDIA

The Campaign

We made dads the center of change to end gender inequality at home by shining a mirror at their actions that propagate gender inequality down generations. The movement was led by a poignant film about a dad's self-realization and conversion about roles and responsibilities within the home, and about setting the right example by helping with laundry.

Creative Execution

The movement was led by a poignant film about a dad's self-realization and conversion about roles and responsibilities within the home, and about setting the right example by helping with laundry. As more and more people in India saw, shared and spoke about the message, Ariel launched the Share the Load pack with a unique calendar that divided the laundry task between men and women equally, by marking odd days for men and even days for women to do the laundry. To take the odd-even message to every Indian household, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but also a calendar that most Indians follow to keep track of the good and bad days for travel, meetings, and other important events, so why not make it the strongest influencer for gender equality at home.

Credits

Name Company Position
Josy Paul BBDO India Chairman & Chief Creative Officer
Hemant Shringy BBDO India Executive Creative Director
Shimit Amin Red Ice Films Director
Gary Grewal Red Ice Films Producer
Links
Social Media URL   |   Video URL