Title | ARIEL#SHARETHELOAD LONG TERM |
Brand | ARIEL |
Product / Service | LIQUID DETERGENT ARIEL |
Category | C06. Long-term Strategy |
Entrant | BBDO 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 |
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 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