SONS #SHARETHELOAD

TitleSONS #SHARETHELOAD
BrandP&G INDIA
Product / ServiceARIEL MATIC
CategoryB02. Other FMCG
EntrantBBDO INDIA Mumbai, INDIA
Idea Creation BBDO INDIA Mumbai, INDIA
Production OFFROAD FILMS Mumbai, INDIA

Credits

Name Company Position
Josy Paul BBDO India Chairman and Chief Creative Officer
Hemant Shringy BBDO India Chief Creative Officer
Sandeep Sawant BBDO India Executive Creative Director
Balakrishna Gajelli BBDO India Sr. Creative Director
Aarti Srinivasan BBDO India Sr. Creative Director
Karan Nair BBDO India Copywriter Supervisor
Vijay Kumar Vasala BBDO India Art Supervisor
Omkar Rachha BBDO India Visualizer
Hitesh Shah BBDO India Studio Head - Mumbai
Hitesh Shah BBDO India Studio Head - Mumbai
Krishna KV BBDO India Agency Producer
Rajeev Mohite BBDO India Studio Visual Editor
Manisha Sain BBDO India AVP - Planning
Atin Wahal BBDO India Executive Vice President
Mitul Shah BBDO India Vice President
Madhavi Chinnabhandar BBDO India Account Director
BBDO Studio Team BBDO Studio Team BBDO India Studio
Anmol Samel BBDO India Copywriter
Sudhir Pandey BBDO India Agency Producer
Gauri Shinde Offroad Films Film Director
Khalil Bachooali Offroad Films Film Producer

Write a short summary of what happens in the film

A heart-wrenching film that captures a mother’s journey of realisation to course-correction. The film opens with the mother walking in her son’s room cleaning up while talking to her married daughter on the phone. The son is getting ready to go out. Her daughter is confiding in her that she is quitting her job to take care of household duties. As the mother questions her son-in-law’s lack of knowledge when it comes to household chores, she realises she too has raised her son the same way. The impact of her action hits her hard and she immediately takes a step towards making a change – teaches her son to do his own laundry.

Cultural/Context information for the jury

There is a new India in the making, where daughters are being raised to be independent and contribute to the households (76% of girls being enrolled into secondary education as on 2016 vs. just 37% in 2000. Source: UNESCO Institute for Statistics). But the way sons are raised remains unchanged. They are pampered and are never expected do the housework-making them dependant at home. Whereas daughters, though excelling professionally today - are always expected to take off from their jobs the moment the housework becomes demanding as their partners have no clue how to do the housework. We decided to challenge this socially corrosive gender bias by creating Sons #ShareTheLoad – a provocative social movement urging parents to inculcate the importance of doing the housework in young boys so that both sons and daughters realise their full potential - washing away the stain of inequality at home starting today.

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