MUMBAI: The kettle’s whistling at Tata Consumer Products and this time, it’s not just the tea. The company has announced a leadership shake-up, with veteran marketer Sharat Verma set to take over as president of packaged beverages ford India & South Asia (including Organic India) from 1 December 2025.
Verma, who moves from Procter & Gamble, brings over two decades of brand-building prowess, having helmed iconic names like Ariel, Tide, Gillette, Oral-B, and Olay across India, ASEAN, China, and the Middle East. At P&G, he led the 0.5 billion dollars Fabric Care business, clocking a 15 per cent CAGR in one of the most competitive categories. His “Share The Load” campaign remains a landmark in cause-driven brand storytelling, marrying social commentary with sales success.
The appointment follows the resignation of Puneet Das, who exits after eight years at Tata Consumer to pursue new opportunities. Das, who played a pivotal role in the packaged beverages portfolio, leaves behind a strong growth legacy. His departure is effective 3 November 2025.
Another notable exit is Soulfull business president Prashant Parameswaran who steps down on 15 December 2025 for personal reasons. Parameswaran, the driving force behind the Tata Soulfull brand, is credited with positioning the homegrown breakfast brand as a challenger in India’s healthy foods segment.
With Verma’s appointment, Tata Consumer is signalling a renewed focus on consumer-led innovation and storytelling that resonates across Bharat and beyond. The move also reflects a broader trend of FMCG majors courting talent with both local insight and global polish.
In a statement, Tata Consumer Products ltd. said the leadership changes form part of its ongoing transformation to strengthen its core businesses and unlock growth across markets.
For Tata Consumer the company that put the world’s most loved chai on millions of tables this is more than a handover. It’s a fresh blend of strategy and storytelling, brewed perfectly for its next growth chapter.
MUMBAI: Grab your umbrellas and your little ones, this monsoon, Mumbai’s forecast is full of magic, music, and mouse ears. For the very first time, Disney Jr. Live On Tour: Let’s Play! is set to charm preschoolers and their families with a spectacular stage production from 4th to 6th July 2025 at the Dome, SVP Stadium, with eight exclusive shows over the weekend. The show is ticketed exclusively on District by Zomato, with pre-sales already creating quite the buzz.
The high-energy, interactive concert will bring Mickey Mouse, Minnie, Ariel, Team Spidey, SuperKitties, and Puppy Dog Pals to life with 3D effects, acrobatics, and a setlist packed with singalongs like Hot Dog! and Do the Spidey. The story unfolds around Mickey’s playdate gone awry, thanks to some mysterious green weather and the arrival of Marvel’s mini superheroes to save the day.
“After delighting audiences across the U.S. and marking its official international debut in London, we are so excited to share this magical production with families in Mumbai this summer,” said Terrapin Station Entertainment producer Jonathan Shank.
The full schedule includes:
* 4 July (Friday): 4 am, 7 pm
* 5 July (Saturday): 11:30 am, 2:30 PM, 5:30 pm
* 6 July (Sunday): 11:30 am, 2:30 PM, 5:30 pm
An exclusive pre-sale for HSBC India cardholders is live until 29 May, 12 pm, followed by general ticket access at 1 pm the same day, only on the District app.
“We are excited to team up with Disney and Terrapin Station Entertainment to bring the ‘Disney Jr. Live On Tour: Let’s Play!’ immersive concert experience to young children and their families. We firmly believe that live entertainment has the power to captivate audiences of all ages. Through these unique shows, we aim to provide young children and their families the chance to see many of their favourite Disney Jr. characters live on one stage,” said District by Zomato CEO Rahul Ganjoo.
Whether your kid’s a Goofy giggler or a Spidey superfan, this is a playdate you won’t want to miss. Because when Mickey says, “Let’s play,” Mumbai listens.
Mumbai: In the fifth edition of its #ShareTheLoad campaign, laundry detergent brand Ariel attempts to overcome our conditioned mindsets and to address years of unconscious bias and conditioning by getting men to rethink and introspect their actions at home.
Conceptualised by BBDO India and directed by Shimit Amin, the ‘See Equal, Share The Load’ film reminds all families that true equality is only reflected when domestic chores are shared, even as it raises the pertinent question – “if men can share the load equally with other men, why are they not doing it with their wives?”
The Covid-induced lockdown triggered a phase where many of us had to undertake all household tasks and chores by ourselves, having to deal with the challenges of life without any house help. A recent independent survey found that 80 per cent of women believe their partners know how to do household tasks but choose not to do them, stated Ariel. Additionally, an alarming 83 per cent of women feel that men don’t see women as equal when it comes to housework.
This reality is reflected in the brand’s film featuring a working married couple. The couple is shown paying a visit to their new neighbours’ house. Watching the two men go about their everyday chores in complete harmony with both contributing equally, amazes the wife. As she points this out to her husband, he casually recollects how in the past he too used to split all chores with his college roommate. The ensuing conversation eventually makes the husband realise his folly, and the video ends with the man vouching to overcome his deep-set biases and ‘share the load.’ Because, “When We See Equal, We Share The Load!”
“We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality,” said BBDO India chairman and chief creative officer Josy Paul. “This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage.”
“Research confirmed this. 88 per cent of women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow,” he further added.
The film beautifully captures how women can take charge of the situation and demand equality, even as it depicts the modern man as being open to change when his prejudice to doing chores is brought to notice. And, the film underlines, this is possible only when they ‘See Equal.’
“With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load,” stated P&G India chief marketing officer and P&G India fabric care-VP Sharat Verma.
“A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! This year’s communication is based on this simple insight – when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad,” he added.
The film has sparked online conversations with several celebrities like Twinkle Khanna, Sonam Kapoor, Raj Kumar Rao, Patralekha, Sanya Malhotra, Konkana Sen Sharma and Namrata Shirodkar taking to their social media pages to share the ad and its underlying message. TV celebrities like Disha Parmar, Mahi Vijj, Niti Taylor, Gauhar Khan Jankee Mehta, and chefs like Sanjeev Kapoor, Pooja Dhingra, Ranveer Brar and Saransh Goila also shared the film on their social media handles in support of the film, while lauding the brand’s efforts to make a difference in the everyday lives of countless men and women.
Mumbai: Ariel India’s 2019 #ShareTheLoad campaign has made it to the most awarded work for Media excellence in the WARC list for the year 2020. World Advertising Research Centre (WARC) is an online marketing intelligence service that provides an independent benchmark for excellence in creativity, media, and effectiveness.
Ariel started the #ShareTheLoad campaign in 2015 to address the inequality that exists within Indian households. As the social debate evolved, the brand continued to bring different perspectives and launched the third edition of the campaign in February 2019. The Sons #ShareTheLoad urged parents to raise the next generation as equals and teach their sons important life skills like laundry, cooking, etc. The TVC raised the pertinent question – “Are we teaching our sons what we are teaching our daughters?”
P&G India CMO & VP – fabric care Sharat Verma said, “We started off by raising a pertinent question on 'Is laundry only a woman’s job?' back in 2015. We have kept the conversation alive all these years to continue to create awareness around the issue. With Sons #ShareTheLoad, we urged parents to teach our sons what we have been teaching our daughters over decades. We will continue to leverage our brand as a force for good and make laundry the face of the change we are trying to drive across the country.”
The digital film garnered over 83 million views in partnership with Mediacom as the media partner. A mother-son fashion show was also organised in Chandigarh to drive home the message of teaching the sons of today basic household chores, where mothers sported clothes washed by their sons.
Mediacom CEO south Asia Navin Khemka said, “It’s a moment of great pride to see our work getting recognised globally. We are proud to be an ally in this social change with Ariel and P&G India, not just now but since the start of #ShareTheLoad in 2015. Together, we aim to address the inequality that exists in Indian households and continue to work in that direction even now.”
NEW DELHI: Procter & Gamble’s detergent brand Ariel has continuously sparked conversation around household chores in the past. Now, the brand has come up with a new season of its ‘share the load’ campaign. The advertisement is conceptualised by advertising agency BBDO. This time the brand has urged all family members to contribute and share the load in household chores. However, what distinguishes it from the earlier campaigns is, there is no exchange of dialogue between family members. The brand has followed the route of silence to depict the message powerfully with visual elements.
The film has already crossed 10 million views so far. P&G India and head CMO Sharat Verma says, “We believe there is something beautiful when a son, father or husband comes forward to #ShareTheLoad. Which is why Ariel has continued to raise pertinent conversations to encourage more and more men to participate in household chores.”
The brand started bringing up these torchbearer conversations from 2015. The first ad which gained a lot of traction was, “Is laundry only a woman’s job”, while in 2016 it touched an important issue of doing household work from one generation to another with ‘Dads Share The Load’ movement. Last year, too, the brand focussed on an essential issue, “Are we teaching our sons what we are teaching our daughters” with Sons #ShareTheLoad. In the new campaign, ShareThe Load for Equal Sleep, it highlighted the impact of the unequal division of chores on housewives.
The concept of silent advertising is not new. The craze for such ads began in the 1990s but disappeared later in the 2000s as brands started getting more vocal. Nevertheless, with time we are seeing brands following the nuances of silent ads once again. Fevicol ads barely came with dialogues and it has always connected with consumers because of its simplicity and humorous execution. Right from Camlin permanent markers to Pidilite M-seal or the recent Haier TVC silent performers’ ad highlighting Haier’s long-standing relationship with the Indian consumers, brands have started experimenting with their advertising communication.
We have seen silent advertising being used globally as well. Last year, UK broadcaster ITV released a campaign on the rising issue of anxiety and depression in children. The ad ends with a message to “tune back in” to their family’s story. European footwear brand Bianco came up with an interesting silent love story in the form of a short film The Lift, urging everyone to start a conversation.
India too has seen a resurgence of silent ads. One reason could be its differentiating factor that helps brands rise above the noise, increasing attention and recall.
Makani Creatives, co-founder and MD Sameer Makani believes, “For an ad to be effective it needs to grab the user’s attention in two to three seconds and audio is a crucial part of the experience.”
However, consumption patterns have evolved and social media has become a key platform for communication and content viewing. Most of these platforms have muted audio as default for any ad until the user chooses to turn it on.
“Keeping this aspect in mind, brands are experimenting with no-audio crisp ads. The concept is different from a usual ad and one cannot draw parallels between the two. It’s a double-edged sword when a brand experiments with such content. The screenplay and plot need to be extremely strong to create impact. Otherwise, it may miss yielding any results for the brand,” Makhani explains.
FCB Ulka group creative director Anusheela Saha says, “Silence, when applied judiciously and appropriately, can be a strong persuasive thought communication, and in Ariel’s case, it works really well. They have made a montage of their previous ads and have thoughtfully edited and crafted the message to make it relevant for today. In today’s time, when women are the silent bearers of additional home duties, a silent ode to them only resonates more beautifully.”
However, Taproot Dentsu executive creative director Pallavi Chakravarti raises a pertinent point. Is there evidence that silent ad will work better than one with spoken words? Says she: “I don’t think one can make a blanket statement about how silent ads work versus regular ads. Every ad works or doesn’t on its own merits. There’s no guarantee that just because you have dialogues in your ad, you’ll make an instant connection with your audience. By that logic, every commercial should be a runaway hit. Equally, there’s no proof that a silent ad will work better – it could just pass like a ship in the night.”
“Ariel’s ad works, to my mind, because it is consistent with the messaging that the brand has put out for many years now. The team has successfully built the share the load property from the day it was first launched, so we don’t need dialogues to understand the message, in this case,” she elaborates.
Scarecrow M&C Saatchi founder Raghu Bhatt points out that if silent films can tell a story, silent ads can too. “In India, we have seen many successful zero-dialogue films for brands like Allout and Cherry Blossom. Coming to this ad, it’s like a reminder film. There is no story but a collage of couples sharing the washing chores. Simple storyboards that don’t require the expert supervision of an ace director- seem to be the norm, due to shooting restrictions.”
That may be the case this time with the new Ariel TVC, however, silent ads can work well to make your brand be heard.
MUMBAI: On this International ASMR Day, Ariel India is giving men yet another reason to #ShareTheLoad of domestic tasks, and giving women a way to relax, stay calm and sleep better!
The unequal division of domestic chores has been a reality for generations. Even today, 71 per cent women sleep less than their husbands due to this inequality.
Ariel’s latest ShareTheLoad movement- #ShareTheLoad for Equal Sleep is all about impact and action. Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest. Taking the conversation further and in context of the current times, today on International ASMR Day, Ariel collaborated with American ASMR youtuber and artist GIBI ASMR to curate a #ShareTheLoad ASMR. This ASMR video is a depiction of a husband doing the laundry, the sound of which is calming for the women! Nothing is more blissful for women than the sound of some household chores being done by men and being done well! When women are assured that the household chores are being taken care of, they can relax and sleep better.
The video is of six minutes and teaches men to take up task like laundry as it is the easiest task to get started with. The Ariel #ShareTheLoad ASMR video teaches men the simple step of laundry. It serves two purposes- Men learning how to do laundry and the therapeutic and soothing sound of the chore when partners take up laundry that can help women relax or sleep better.
ASMR stands for "Autonomous Sensory Meridian Response”. It is the term for the strange, tingly sensation people get when they watch stimulating videos that could help them relax and can even cause them to fall asleep. Such videos are very popular globally and are deemed very helpful in calming down anxiety. Gibi, who has around 2.53 million subscribers on YouTube, is globally renowned for her variety of ASMR videos.
Ariel’s ASMR video in partnership with Gibi is calming and relaxing. Working from Home is enabling families to bond better and spend quality time together. Ariel’s ShareTheLoad campaign has an uncanny resemblance to the current scenario and harps on the need for equal household for happier homes.
Elated with the first of its kind laundry ASMR, P&G India and head fabric care Indian subcontinent CMO Sharat Verma said, “Ariel’s ShareTheLoad movement, which started five years back, has been sparking conversations to promote gender equality in the household by propagating the equal distribution of household chores. The message is more relevant now than ever …when the home is also an office, school and playground. Research tells us that households where partners share the load, make happier homes. It’s important that women get equal rest and sleep. Gibi’s ASMR video aims to help more and more women unwind using relaxing sounds and sights while inspiring more men to #ShareTheLoad.”
About the Ariel #ShareTheLoad ASMR, GIBI said, “Sleep can continuously be pushed down the list of people's priorities, even when it's so important to let your body rest and recover. When we compromise sleep, rest, and relaxation because of such a societal pressure to get everything done on our own, it can wear down on us not only physically, but mentally as well. I was touched by the Ariel #ShareTheLoad campaign because it's a message that I believe doesn't get looked at enough. I know how important it is in my own household that my partner and I share the load for our own mental health, and I hope this message reaches families and partnerships in India and beyond! There truly is nothing more relaxing than knowing that your partner or your family has your back — that even though there's work to be done, you can get it done together; it doesn't always have to be just you. So, my beautiful ladies in India, this one's for you! Let's sit back, relax, and let your partners take up the laundry for a change while you enjoy this ASMR video!"
MUMBAI: While most ads propagated the notion that women bear all the brunt of housework, Ariel India was the first to break that stereotype a few years ago. The successful #ShareTheLoad campaign revolved around the unequal division of domestic chores, urging men to take up more responsibility. Continuing its mission, the fourth edition of the campaign, #EqualSleep, addresses the issue of sleep deprivation due to excessive household work which affects 71 per cent of women.
Let’s rewind. In 2015, Ariel India raised a triggering question ‘Is laundry only a woman’s job?’ followed by ‘Dads Share the Load’ in 2016. This helped locate the root cause and the stigma of prejudice passed down from one generation to the next. In 2019, it started to drive action with sons urging parents to raise them like they have been raising their daughters, so that the future generation is more equal.
P&G India CMO and fabric care head for the Indian subcontinent Sharat Verma says that the aim of #EqualSleep is to highlight how women compromise their sleep, downtime, rest and personal time to provide her very best to the family and her career.
“Even within progressive households, where men have started to increase their involvement in domestic chores, the woman still takes the onus of getting everything done; the mental load is still only hers. When men don’t share the load, what ends up getting impacted is something as basic as sleep. Lack of sleep is, thus, almost an indicator of the inequality within the household. Hence, with this chapter, Ariel seeks to drive action, urging men to take the first step to #ShareTheLaundry and eventually, #ShareTheLoad for #EqualSleep,” he says.
An Ariel India survey found that from 79 per cent men in 2014 who thought laundry was only a woman’s job, the number has steadily declined to 41 per cent in 2019. However, even today, only 35 per cent of men contribute daily to household chores. In a survey, most men agree that washing clothes in a machine are the easiest chore for them to start taking over.
Verma went on to add that the campaign shifted from showing that men weren’t sharing the load to showing how this decision impacts women. Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest with at least one hour of sleep that these women give up every day, over seven days that accounts to almost an entire night’s sleep that is lost every week, due to the uneven distribution of domestic responsibility
The film, conceptualised by BBDO, is depicted from the eyes of a little girl devoid of any conditioning; she notices her mom is missing at night while she is asleep and continues to notice her running around doing multiple things, tired and sleepy. The father’s moment of realisation is also in a way driven by the daughter missing her mom at night.
BBDO India chairman Josy Paul said, “We started with ‘the condition' in 2015 – Is laundry only a woman’s job? In 2019 we focused on the younger generation, who if raised in a balanced manner, will grow up to be a generation of equals. This year, we make men realise the severe impact on their partners/ wives when they don’t share the load at home i.e., unequal sleep.”
With every passing year, both BBDO and Airel have the challenge of coming up with the next round of an impactful #ShareTheLoad campaign. How do they manage it? “When thinking of the next leg, we realign ourselves with the evolved cultural context of current times. Society today is not the same as it was two years ago. Similarly, family and couple dynamics are not the same. So, we have to root ourselves in the reality of today. As a creative team, when we observe society, we see laundry as one of those daily chores where the distribution of load is uneven. Laundry, here, is the face of the movement,” Paul concludes.
MUMBAI: Ariel – the leading detergent brand from P&G and home appliances brand Whirlpool have been perfect partners for decades when it comes to laundry. With Ariel’s latest campaign, Sons #ShareTheLoad, their partnership evolved and together they encouraged men and women across 13 METRO Cash & Carry stores in India to be equal partners at home and eradicate the stains of disparity that exists in Indian households.
Joining the global brands to spread the message of equality was ace badminton player- Jwala Gutta. She was present at METRO Cash and Carry store at Moosapet, along with Whirlpool representative Anuj Goyal, Marketing Director, Whirlpool India, and together they emphasized on the need to teach sons to #ShareTheLoad so that they grow up to be equal partners to their spouse. Driving parallels to her stellar Badminton career, Jwala spoke about how a Perfect Partnership is a result of synergy, having faith, and a balanced split of expectations. Similarly, the perfect partnership at home is when men and women truly #ShareTheLoad and the distribution of household chores is balanced. They stressed on how a perfect partnership is requisite to success, be it on the court or off the court. The event highlighted the need for everyone in the society to progress towards Equal Homes and that can only happen by eliminating the stains of disparity and gender biases.
Acclaimed athlete Jwala Gutta added, “I know a fair bit about partnerships on the court and off it and a good partnership requires both partners to be all in. While today’s woman can handle anything be it a basketful of dirty clothes or a legion of tough competitors at an International tournament, the men of today are often unable or unwilling to #ShareTheLoad with their partners when it comes to caring for the home. I just want to tell Men of today that a Great Partnership is all it takes to succeed, be it on field or at home. So, pledge to #ShareTheLoad and be her perfect partner today and every day.”
KG Singh, VP Marketing from Whirlpool said, “Ariel and Whirlpool are committed to improving the lives of the consumers and creating happier homes, and this is enhanced when family members share household responsibilities. While Whirlpool simplifies the process of Laundry with its machines delivering superior performance, Ariel is the perfect partner that is designed for machines and removes tough stains in 1 wash. With this perfect partnership, it’s so simple to do laundry that there’s no reason for anyone to not share the load. Whirlpool is proud to support Son #Sharetheload as the campaign's key message is integral to brand Whirlpool's ethos.''
Prior to the event, Ariel and Whirlpool also ran a laundry contest for customers in METRO Cash and Carry India Stores where men and women had to take up a 3-step challenge – Sort, Dose, Load, that taught and reminded them how to do laundry, so that they are equipped to #ShareTheLoad. This was done in the weekend leading up to Holi, so that the load to clean the Holi garments does not fall on the woman of the house solely. Lucky winners amongst those who participated in the contest in the METRO Cash and Carry India stores, got a chance to win a Whirlpool washing machine. This way, anyone who didn’t know how to begin to #ShareTheLoad were taught how to do laundry, so that they can go back home and #ShareTheload – EVERYDAY! In a very sweet gesture, Ariel also gave away #ShareTheLoad hamper which ensured that whatever the stain may be, there is always Ariel.
Speaking about the activation, Arvind Mediratta, MD and CEO of Metro Cash and Carry India said, “As an organisation, we at METRO lead the charge to enable more inclusiveness and diversity within our eco-system. We are glad to partner with Ariel for the ‘Share The Load’ campaign that resonates with our philosophy of equitable work for all. It should be our constant endeavour to continue building a diverse, empowering and gender-neutral eco-system both at home and at workplace so that we can rapidly bridge the gender inequality gap in our society.”
Ariel has been unearthing the reality of inequality within households since 2015 with their award-winning movement #ShareTheLoad. While more men today are sharing the load than ever before, we are still many steps further from the ideal state of an equal future.
The newly-released edition of #ShareTheLoad raises yet another pertinent question in the direction of household inequality – Are we teaching our sons what we are teaching our daughters? The film that urges mothers of today’s generation to raise a generation of equals has resonated with many parents, newly married couples, influencers and has already received tremendous support and commendation from audiences across India. The film that released on January 24th, 2019 garnered 25 Million views in 1 month, and they have just begun! Ariel continues to have this conversation by making laundry the face of the movement against inequality within households because, with Ariel, anyone can get best results no matter who does the laundry.
MUMBAI: This Women’s Day, Ariel partnered with PVR to host a special screening of the movie, Captain Marvel. Ariel’s latest campaign Sons #ShareTheLoad emphasises on the need for sons to #ShareTheLoad when it comes to household chores. This partnership encourages all men (sons and husbands) to treat their Supermoms and Superwives to a superhero movie, Captain Marvel, because they will #ShareTheLoad and do household tasks together.
Popular television actors and real-life couple – Ravi Dubey, Sargun Mehta along with Ravi’s Mom Sudha Dubey were present at the special screening in Delhi and even interacted with consumers, bloggers, and media. They emphasised on the need for gender parity in a relationship and having an equal household. Sargun and Ravi also thanked Ravi’s mom Sudha for instilling in him at a young age the importance of doing household chores like laundry and cooking hence enabling them to be a Super Couple today as they #ShareTheLoad.
Ariel also invited men to record a personal message for their Superwoman, which Ariel will send out on their behalf. To further normalise men doing household chores like laundry, Ariel has put up eye-catching installations at PVR theatres across Delhi and Mumbai. A special screening has been arranged in both cities for Ariel’s #MyCaptainMarvelous online-contest winners, bloggers and other marvel enthusiasts. The men in the audience were also taught how to do laundry, so they can go back home and #ShareTheload – EVERYDAY!
The newly-released edition of #ShareTheLoad raises yet another pertinent question in the direction of household inequality – Are we teaching our sons what we are teaching our daughters? The film that urges mothers of today’s generation to raise a generation of equals has resonated with many parents, newly married couples, influencers and has already received tremendous support and commendation from audiences across India. The film that released on 24 January 2019 garnered 25 million views in 1 month, and they have just begun! Ariel continues to have this conversation by making laundry the face of the movement against inequality within households, because with Ariel, anyone can get best results no matter who does the laundry.
MUMBAI: On Women's Day 2019, Thrive Global India is partnering with P&G to amplify Ariel’s award-winning campaign of #ShareTheLoad – a movement that addresses inequality in the Indian household and encourages men and women to equally divide the household chores. This much-needed initiative compliments the mission of International Women's Day 2019 of creating a gender-balanced world, popularised as #balanceforbetter.
It is also a perfect fit for Thrive Global India’s mission to end the stress and burnout epidemic in the country, where women are expected to manage both home and office work, which can lead to increased anxiety, stress and burnout. In its latest edition of #ShareTheLoad, Ariel is asking if we are teaching our sons what we have been teaching our daughters and is urging mothers to reanalyze the way they raise their sons. Since its inception, Ariel’s campaign has helped families realize that everyone, regardless of their gender, should be equipped to share the load of household chores.
Now, Thrive Global India and Ariel are adding another layer to this much-needed conversation as they talk about “Sharing the Load for A Thriving Partnership”. Through this collaboration, Thrive Global India is helping accentuate Ariel’s message of addressing inequality in the household and to reiterate that both men and women have an equal responsibility in performing household chores like doing laundry. Through the partnership, Thrive Global India’s media platform now hosts a dedicated section, for this campaign, which provides readers curated resources across a range of digital assets to take Ariel’s movement to a newer audience.
Talking of the partnership, Thrive Global’s founder and CEO Arianna Huffington said, “Thrive and P&G’s Ariel are united in our mission to add value to consumers' lives, and I'm thrilled to extend the work we've done with P&G brands into India, which has long held a special place in my heart ever since I was a student there years ago. With #ShareTheLoad, we hope to empower couples to support each other and unlock their greatest potential in both their personal and professional lives by rejecting the unreasonable societal expectations of women that lead to stress and burnout."
Commenting on the movement, marketing director, P&G India and fabric care Sonali Dhawan, said, “Ariel India is committed towards progressing the lives of women across the country, because women are the backbone of our society. We started #ShareTheLoad movement in India back in 2015 to address the inequality that exists within Indian households. This year, we reignite conversations with the same intent, and go deeper into the cause of this disparity. In the context of right upbringing, we urge mothers to be changemakers, and raise yet another pertinent question – Are we teaching our sons what we have been teaching our daughters? If sharing the load is taught at an impressionable age, it becomes a part of their value system. Ariel believes in simplifying the lives of consumers and a happier household is one where both men and women share the load. Ariel encourages men to do their bit and take up tasks like laundry, because anyone can get the impeccable cleaning with Ariel, no matter who does the laundry.”
