ARIEL#SHARETHELOAD LONG TERM

Short List
TitleARIEL#SHARETHELOAD LONG TERM
BrandARIEL
Product / ServiceLIQUID DETERGENT ARIEL
CategoryC06. Long-term Strategy
EntrantBBDO INDIA Mumbai, INDIA
Idea Creation BBDO INDIA Mumbai, INDIA
Media Placement MEDIACOM Mumbai, INDIA
Media Placement 2 GEOMETRY ENCOMPASS Mumbai, INDIA
Media Placement 3 KINNECT Mumbai, INDIA
PR KETCHUM SAMPARK Mumbai, INDIA
Production RED ICE FILMS Mumbai, INDIA
Additional Company PROCTER & GAMBLE HYGIENE & HEALTHCARE LTD Mumbai, INDIA

Credits

Name Company Position
Josy Paul BBDO India Pvt. Ltd creative
Hemant Shringy BBDO India Pvt. Ltd Creative
Karan Nair BBDO India Pvt. Ltd Creative
Balakrishna Gajelli BBDO India Pvt. Ltd Creative
Vijaykumar Vasala BBDO India Pvt. Ltd Creative
Omkar Raccha BBDO India Pvt Ltd Creative
Anmol Samuel BBDO India Pvt. Ltd Creative
Hitesh Shah BBDO India Pvt. Ltd Creative
Rajeev Mohite BBDO India Pvt. Ltd Creative
Shimit Amin Red Ice Films Creative

Background

Background After award winning campaigns of ‘Dads #ShareTheLoad’ & Sons #ShareTheLoad, that had impacted the thought process for millions of men the brand the percentage of men who thought laundry was only a woman’s job declined from 79**% men to 52*% in 2018. However, even today, only 35*% men contribute daily towards household chores. This was a sign that there was still a lot to be done towards making a gender equal society. Situation and Brief At the business front, the category of detergents was seeing a slowdown. The question from our client was inevitable – what next? Could we exceed the success of 2019 and delivery on equity and sales yet again? Objectives 1. GENERATE MAXIMUM PUBLICITY FOR ARIEL BY EVOLVING THE DEBATE ABOUT GENDER INEQUALITY IN THE HOME 2. DEEPEN ENGAGEMENT AND PARTICIPATION 3. INCREASE PREFERENCE AND GROW