Title | SONS #SHARETHELOAD |
Brand | P&G INDIA |
Product / Service | ARIEL MATIC |
Category | B02. Other FMCG |
Entrant | BBDO INDIA Mumbai, INDIA |
Idea Creation | BBDO INDIA Mumbai, INDIA |
Production | OFFROAD FILMS Mumbai, INDIA |
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 |
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.
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.