DADS #SHARETHELOAD

Short List
ClientP&G INDIA
ProductARIEL MATIC
EntrantBBDO INDIA Mumbai, INDIA
Type of EntryCreative Effectiveness
CategoryA01. Creative Effectiveness
TitleDADS #SHARETHELOAD
Product/ServiceARIEL MATIC
Entrant BBDO INDIA Mumbai, INDIA
Idea Creation BBDO INDIA Mumbai, INDIA

Brief Explanation

This is the story of how in 2016, ‘Dads #ShareTheLoad’ – a sequel exceeded and outperformed the much lauded ‘#ShareTheLoad’ campaign by Ariel in 2015 by going deeper into the heart of the issue of gender inequality to start solving for the problem. In 2015, Ariel brought the issue of gender inequality into public consciousness with a provocative question “Is laundry only a woman’s job?” The #ShareTheLoad campaign generated immense positive attention for the brand, growing Ariel Matic’s sales by 106%. In the 2016 sequel: ‘Dads #ShareTheLoad’ exposed how the burden of housework on women is passed down generations; taking audiences further into the heart of the issue of gender inequality by inspiring and empowering dads – the figure head of Indian patriarchy - to start sharing the load of laundry with their wives and start removing the cultural stain of gender inequality at home. Inspiring content, supported by unexplored media (calendars, children’s comic-books and packaging) inspired over 2.1 million men to share the load of laundry. The campaign smashed all previous engagement norms leading to a 111% increase in sales of Ariel Matic Vs. 2015’s 106%.

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
Ajai Jhala BBDO India Chief Executive Officer
Rajat Mendhi BBDO India Executive Vice President - Planning
Manisha Sain BBDO India Account Director - Planning
Nilza Dmello BBDO India Sr. Account Executive
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
Shimit Amin Red Ice Films Director
Gary Grewal Red Ice Films Producer