DADS #SHARETHELOAD (KALNIRNAY CALENDAR)

Short List
TitleDADS #SHARETHELOAD (KALNIRNAY CALENDAR)
BrandPROCTER & GAMBLE INDIA
Product / ServiceARIEL MATIC
CategoryB08. Use of Broadcast
EntrantBBDO INDIA Mumbai, INDIA
Idea Creation BBDO INDIA Mumbai, INDIA

Credits

Name Company Position
Josy Paul BBDO India Chairman & Chief Creative Officer
Hemant Shringy BBDO India Executive Creative Director
Sandeep Sawant BBDO India Executive Creative Director
Balakrishna Gajelli BBDO India Creative Director
Umma Saini BBDO India Creative Director
Hitesh Shah BBDO India Studio Head
Sameet Koyande BBDO India Sr. Graphic Designer
Shankar Yelugu BBDO India Graphic Designer
Venkatesh Pagidimarry BBDO India Graphic Designer
Rajeev Mohite BBDO India Studio Editor
Kruttiventi Venkata Krishnam Raju BBDO India Agency Producer
Rajat Mendhi BBDO India Executive Vice President - Planning
Manisha Sain BBDO India Account Director - Planning
Nilza Dmello BBDO India Account Executive
Ajai Jhala BBDO India Chief Executive Officer
Surya Balakrishnan BBDO India Case Film - Director
Sudhir Pandey BBDO India Production Manager

The Campaign

‘Dads #ShareTheLoad’ – a social movement for deeper social change that spoke to dads by shining a mirror at their actions and showing them that they have the power to end the cycle of gender inequality at home by sharing the load.

Creative Execution

We wanted to reach out to men and women in places where our message would create maximum impact and become a part of their everyday world. Here in order to push men in the direction of laundry, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but is also followed by most Indians to keep track of good and bad days for travels, meetings, and important events. Through a simple addition by Ariel, every day was now made a good day to do laundry and share the load. A new instruction was introduced- Odd days for him to do the laundry and even days for her. This simple addition of instruction helped set in action equality at home and push men in the direction of laundry.

Describe the success of the promotion with both client and consumer including some quantifiable results

Dads #ShareTheLoad created a movement that resulted in: • 50 million views and counting • 2 Billion Impressions • So far over 2.1 million men pledged to ShareThe Load • Earned media: $11 million and counting • Sales up by 76% • Engagement went up 4.6 times (the highest ever)

Explain why the method of promotion was most relevant to the product or service

The movement was led by a poignant film about a dad's self-realization and conversion, and about setting the right example by helping with laundry. As the video went viral, Ariel launched the Share the Load pack with a unique calendar that divided the laundry task between men and women equally – odd days for him, even days for her.

Ariel has been leading conversation on inequality at home. For 2016, client’s brief was to go deeper with Share the Load: create deeper social change around the issue of gender inequality at home – where its product’s promise of one wash stain removal no matter who does the laundry, plays an essential role. The challenge here was to reach out to men and women in places where our message would create maximum impact and become a part of their everyday world. Here in order to push men in the direction of laundry, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but is also followed by most Indians to keep track of good and bad days for travels, meetings, and important events. Through a simple addition by Ariel, every day was now made a good day to do laundry and share the load.

Links

Social Media URL