Title | DADS #SHARETHELOAD |
Brand | P&G INDIA |
Product / Service | ARIEL MATIC |
Category | A01. Creative Effectiveness |
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 |
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 |
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%.