Title | DADS #SHARETHELOAD (KALNIRNAY CALENDAR) |
Brand | PROCTER & GAMBLE INDIA |
Product / Service | ARIEL MATIC |
Category | B08. Use of Broadcast |
Entrant | BBDO INDIA Mumbai, INDIA |
Idea Creation | BBDO INDIA Mumbai, INDIA |
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 |
‘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.
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.
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)
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.