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Tag: Ariel

  • Ariel’s #ShareTheLoad campaign turning purpose into desirability and sales

    Ariel’s #ShareTheLoad campaign turning purpose into desirability and sales

    MUMBAI: Brands today aren’t just selling products, but are providing unique experiences that merge with their identity and consumers’ lives. Technically called purpose-driven marketing, the campaigns tend to touch the right chords.

    A number of national and international brands are currently using this mode of marketing to place their products not only on the shelves but also in the conscience of the consumers and laundry detergent brand from the vast portfolio of Procter and Gamble (P&G), Ariel has been one of the forerunners to use this power of brand image and loyalty into communicating something larger to the society.

    #ShareTheLoad campaign, which launched its first edition in 2015, is one of the most beautiful campaigns driving the message of ending gender-parity at home. The brand released its third edition (http://www.indiantelevision.com/mam/media-and-advertising/ad-campaigns/ariel-reignites-conversations-on-household-inequality-with-a-new-campaign-sons-sharetheload-190124) recently, and within a few days, its digital campaign has garnered 15 million views and a lot of praise online, including one from Facebook COO Sheryl Sandberg. Indiantelevision.com interacted with P&G India, and fabric care marketing director Sonali Dhawan, and BBDO  chairman and chief creative officer Josy Paul regarding what makes this campaign different from other purpose-driven ads in the market and what all went behind in creating its immense success.

    Dhawan shared that for her this is not ‘purpose-driven marketing’ but something greater than that. She noted, “Yes, there is a purpose to the marketing but that doesn’t mean any brand can make ads on any particular purpose. There are two very important things, which, if in place, can take the campaign indefinitely. First, is that your product should play a role in the social change you want to affect and second is that your brand should be in a position to influence. For us, the starting point of #ShareTheLoad campaign was the fact that Ariel makes it so easy to do the laundry that anyone can take it up. Ariel thus has a very important role in the conversation and that role can be expanded for a lot of causes.”

    Paul also reflected the same sentiments as he reflected, “There are a lot of people jumping in with cause and purpose but ‘without purpose’. What I believe is that the brand has to have not only the authority [to promote an idea] but it [the idea] has to be linked with what the brand can offer. When we say ‘share the load’, it actually resides in the basic truth about the product and the brand. We say it can wash the toughest stains and anyone can do it. That ‘…and anyone can do it’ is what Ariel reflects. It is linked to the brand promise and therefore we earn the license to say this.”

    The campaign has not only initiated a change in the core of the society at a very important juncture in time when women equality is actually a massive global phenomenon but has also helped the brand in increasing its sales. That makes it the perfect campaign to support the idea of equality while it also pushes the brand to perform.

    According to Dhawan, the reason behind this has been the authenticity with which the brand creates its campaigns. “If the brand is not authentic in its approach towards the campaign, the audience can read through it. P&G has always been authentic in its conversations. Be it Whisper talking about period taboos because it is a brand associated with periods, or be it Pampers talking about it takes two to parenting approach because it is a brand for babies. It is not about any brand picking any topic and saying I want to talk about it because I have the eyeballs there. Then the campaign will not make any impact,” she said.

    And how did they realise that its approach has to be towards targeting gender-parity? To this Dhawan replied that the idea came from the core thought of how their brand is affecting consumers’ lives. During a consumer interaction they heard women saying that it is so easy to do laundry with Ariel that they can now share the load with their kids, or their husbands. “At the same time, we did a Nielsen survey because we wanted to understand the state of the society in terms of equality at home. That survey showed us that 79 per cent of the men thought that household chores were only a woman’s job. We saw that there was huge inequality between the genders at homes. This was the second realisation, the first being that my product is great and it can help in many ways.”

    That’s when BBDO came in with the pitch of #ShareTheLoad campaign that talks about addressing the core of the problem—that is the conditioning people are given since childhood. The campaign started with a simple question “Is laundry only a woman’s job?”

    Paul shared, “When you start you do not plan that it will go into phase two or phase three. It starts with just an idea. But when we saw the response to our first campaign we realised that it was not just another campaign but a movement.”

    He further added, “The thing about a movement is that it is very dynamic. It’s not like a campaign where you plan something and now you push it out in the media and get it to distributing. Here you are constantly watching how the audience is reacting to it. So lot of social listening and observations happened and we realised that the campaign or the movement is working. People want to get involved, partners want to get involved, and then the client [Ariel] came to us that they want to go ahead with phase two of it.”

    Paul also shared how such campaigns serve a dual purpose of encouraging a change and also help the brand to grow. He said, “The beauty of this is not that it is just about social change. It is purpose-driven but it’s also something that talks about the brand. It allows the brand to be more loved. So, it’s quite interesting how purpose turns into love, love turns into desirability, and desirability turns into sales through such initiatives.”

  • Ariel’s new film addressing household inequality garnered 15MM views

    Ariel’s new film addressing household inequality garnered 15MM views

    MUMBAI: Ariel has been unearthing the reality of inequality within households since 2015 with their award-winning movement #ShareTheLoad. Yesterday, Ariel hosted a panel discussion with over a 100 mommy bloggers and media present to discuss the prevalence of gender disparity in India and the need for Sons to Share The Load. The panel that comprised of actors Rajkumar Rao, Patralekha, Director Gauri Shinde, BBDO Head Josy Paul, and Sonali Dhawan, Marketing Director, P&G India, brought forth insightful conversations and personal anecdotes on the disparity within households, and changing times today. They shared that 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 panel also went deeper into the latest Ariel film- Sons #ShareTheLoad that raises yet another pertinent question in this direction – Are we teaching our sons what we are teaching our daughters? – the film urges mothers of today’s generation to raise a generation of equals. The newly-released edition of #ShareTheLoad, 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 has already garnered 15 Million views in total.

    The panelists discussed the reasons for this disparity and talked about the upbringing of children. Even within the same progressive households, there is often a difference in the way our sons and daughters are being raised. Of late, daughters are being raised to be strong, independent and confident to excel in all fields.  But they continue to be the primary caretakers of households once they get married. This places unbalanced expectations and burdens on them, which can get in the way of their professional growth. While the society is changing, there is not always enough attention given to raising sons differently. For example, teaching them some new life skills like laundry or cooking, to help better manage their future and make them advocates of household equality. If not taught to #ShareTheLoad, the sons of today become the husbands of tomorrow, who may not be prepared enough to be equal partners.

    Showcasing statistics revealed by a survey by an independent 3rd party in 2018, the panel also discussed some inherent differences in the male and female approaches. 72% of women believe that weekends are for grocery shopping, laundry and getting homework done while 68% of Indian men believe that weekends are for relaxation. Coming to daily household tasks like laundry, many women continue to single-handedly take responsibility of all the chores. 68% of women come back from work and do laundry regularly, while for men, this number is only 35%. In fact, 40% of Indian men don’t know how to operate a washing machine. Further, more than half of the men agreed that they don’t do laundry as they never saw their fathers do it. The survey also revealed that Seven out of Ten women* in India reconsider additional responsibilities at work in order to balance the responsibilities at home.  With the belief that mothers have a strong empathetic point of view, the panel urged this generation of mothers to raise their children as a generation of equals. 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.

    Supporting the #ShareTheLoad movement, actor Rajkumar Rao said “The Sons#ShareTheLoad film really resonated with me. With this latest ad Ariel has not just raised an issue, but has also provided a pathway, so that we can move society to a more equal tomorrow.  My mother always raised me to be an equal – starting with sharing to-do lists with my sister at home as kids. I thank my mother for having set the right example for me, and for ensuring I can stand her proudly today to set an example. And this has always driven me to ensure that my relationship with Patralekhaa is that of equals, inside the home and outside of it! Thank you, Ma, for making sure that your son knew how to #ShareTheLoad!”

    “Raj is an amazing partner, he inherently believes in sharing the load and has proved that time and again throughout our relationship. He believes, says, and demonstrates that we are truly equal partners – that we are in it together and we have balanced roles to play. But, partners like Raj shouldn’t be exceptions, they should be the norm.  #SharingTheLoad should be the norm. I am glad Ariel has continued to drive this conversation, as we can already see change!” Added actor Patralekha, giving the #ShareTheLoad movement a big Thumbs up!

    Gauri Shinde, Director of the Sons#ShareTheLoad film said “The #ShareTheLoad movement is the need of the hour, this is a conversation that needs to be an ongoing one to make a visible difference in the gender disparity we see in society. I am aligned to Ariel’s vision of a progressive future and happier households where both men and women share the load. So, with this film we have underlined the role for this generation’s mothers in raising their sons like they have been raising their daughters.”

    Commenting on the Movement, Sonali Dhawan, Marketing Director, P&G India, and Fabric Care said,

    “Share the Load has always sought to address the inequality within the household, by raising questions that make the viewer think, introspect and act. We have already garnered 15MM views, and that shows how the film is truly resonating with our audience. This year, we are focusing on the younger generation, who if raised in a balanced manner, will grow up to be a generation of equals – the onus lies on our generation of parents.  As a mother of a boy and a girl, I truly believe this is possible. #ShareTheLaod is not just a regular campaign, it's a movement for social change, where men and women have equal responsibilities, and equal ownership of chores. Laundry is almost the face of the change we are trying to drive across the country. Because with Ariel, it’s so simple to do laundry that there’s no reason for anyone to not share the load!”

    Josy Paul, Chairman & Chief Creative Officer BBDO adds, “We are thrilled to be here to celebrate the early success of Ariel’s Sons#ShareTheLoad. The latest figures suggest that India has given a thumbs-up to the film and its transformational message. We believe there’s more to be done. Along with Ariel, we commit to drive this social change with thoughtful actions that'll help mothers raise a generation of sons who grow up to be equal partners.  The statistics reveal that there is a definite change happening in society and as the creative agency of the movement, we will ensure we continue to trigger further realization.”

    Ariel #ShareTheLoad movement started in India to address the household inequality that exists in our society. In 2015, Ariel raised a very relevant question – ‘Is laundry only a woman’s job?’ to draw attention to the uneven distribution of domestic chores. With the 2016 ‘Dads Share The Load’ movement, the conversation was aimed at unearthing the reason for the disparity, which is the cycle of prejudice passed down from one generation to the next. The movement has had a significant impact over the years, with more men sharing the load than ever before. In 2015, 79%* men thought household chores are a women’s job. In 2016, 63%* men thought household chores are a woman’s / daughter’s job and ‘outside’ work is man’s / son’s job. In 2018, this number has reduced to 52%*. Despite progress, more work is still to be done. Towards this, #ShareTheLoad recently launched the third leg of the movement with Sons#ShareTheLoad because, with Ariel, laundry becomes the easiest chore to start sharing the load with! 

    Sons #ShareTheLoad 2019 campaign is based on an uncomfortable truth that’s so true for today. In the film, the mother’s realization of an unspoken social conditioning and her determined resolution is thoughtful, sensitive and a big leap for society. Her simple action gives men one more reason to share the load at home.

    With laundry at its center, Ariel’s new communication shows a mother teaching her son to do laundry. Making laundry the face of the movement against this inequality that exists in Indian households, Ariel India with its latest campaign wants mothers to raise a whole new generation of sons who know how to #ShareTheLoad. Because when the sons of today become husbands of tomorrow, they should be equipped to share the load.

  • Ariel reignites conversations on household inequality with a new campaign – Sons #ShareTheLoad

    Ariel reignites conversations on household inequality with a new campaign – Sons #ShareTheLoad

    MUMBAI: Ariel has been unearthing the reality of inequality within households since 2015 with their award-winning movement #ShareTheLoad. The movement was started in India to address this equality, aspiring for happier households where men and women share the load equally.  Towards this, Ariel has continued to raise pertinent questions that make the audience think, introspect and act. And over the years, this has had a significant impact. More men today are sharing the load than ever before. In 2015, 79%* men thought household chores are a women’s job. In 2016, 63%* men thought household chores are a woman’s / daughter’s job and ‘outside’ work is man’s / son’s job. In 2018, this number has reduced to 52%*. Despite progress, more work is still to be done. Ariel continues to address the issue of Gender Inequality within households and has thus launched their third season of #ShareTheLoad because, with Ariel, anyone can get impeccable cleaning no matter who does the laundry!

    In this newly-released edition of #ShareTheLoad, Ariel raises yet another relevant question- Are we teaching our sons what we are teaching our daughters? Urging mothers to be the changemakers of the society and hence relook at the way they raise their sons. While the weight of external jobs is often split between the couple, women continue to single-handedly take responsibility of the household chores. When husbands are not equipped to share the load with tasks at home, the entire weight of those falls on the women’s shoulders which in-turn impacts their career aspirations and performance at work. A survey by an independent 3rd party in 2018, also revealed that Seven out of Ten women* in India reconsider additional responsibilities at work in order to balance the responsibilities at home.  With the belief that mothers have a strong empathetic point of view, Ariel urges this generation of mothers to raise their children as a generation of equals.

    Through this new film conceptualized by BBDO, Ariel wants to go deeper into the reasons for this disparity and talk about the upbringing of children. Even within the same progressive households, there is often a difference in the way our sons and daughters are being raised. Of late, daughters are being raised to be strong, independent and confident to excel in all fields.  But, they continue to be the primary caretakers of households once they get married. This places unbalanced expectations and burdens on them, which can get in the way of their professional growth. While the society is changing, there is not always enough attention given to raising sons differently. For example, teaching them some new life skills like laundry or cooking, to help better manage their future and make them advocates of household equality. If not taught to #ShareTheLoad, the sons of today become the husbands of tomorrow, who may not be prepared enough to be equal partners.

    Ariel believes in a progressive future and happier households, where both men and women share the load.  In 2015, Ariel raised a very relevant question – ‘Is laundry only a woman’s job?’ to draw attention to the uneven distribution of domestic chores. With the 2016 ‘Dads Share The Load’ movement, the conversation was aimed at unearthing the reason for the disparity, which is the cycle of prejudice passed down from one generation to the next.

    Commenting on the Movement, Sonali Dhawan, Marketing Director, P&G India, and Fabric Care said, “This year, we reignite conversations to go deeper into the cause of this disparity. In the context of right upbringing, we urge this generation of mothers to be the changemakers for the future, 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. As a mother of a boy and a girl, I truly believe this is possible. I also believe that with Ariel it is possible to simplify 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 impeccable cleaning with Ariel, no matter who does the laundry.”

    Josy Paul, Creative Director, BBDO adds, “Ariel’s #ShareTheLoad has grown into an active movement for gender equality at home. It has generated greater emotional equity for the brand and has triggered a positive change in society. It is one of India’s most recognized and awarded advertising ideas.  WARC ranked it the world’s most effective campaign for 2017 and 2018. We are excited to launch the next phase of the movement. The new campaign is based on an uncomfortable truth that’s so true for today. In the film, the mother’s realization of an unspoken social conditioning and her determined resolution is thoughtful, sensitive and a big leap for society. Her simple action gives men one more reason to share the load at home.”

    A survey by an independent 3rd party in 2018, also reveals some differences in the male and female approaches. 72% of women believe that weekends are for grocery shopping, laundry and getting homework done while 68% of Indian men believe that weekends are for relaxation. Coming to daily household tasks like laundry, many women continue to single-handedly take responsibility of all the chores. 68% of women come back from work and do laundry regularly, while for men, this number is only 35%. In fact, 40% of Indian men don’t know how to operate a washing machine. Further, more than half of the men agreed that they don’t do laundry as they never saw their fathers do it.

    With laundry at its center, Ariel’s new communication shows a mother teaching her son to do laundry. Ariel believes in not just raising the issue, but also providing a solution so we can move the society to a more equal tomorrow.  Making laundry the face of the movement against this inequality that exists in Indian households, Ariel India with its latest campaign wants mothers to raise a whole new generation of sons who know how to #ShareTheLoad. Because when the sons of today become husbands of tomorrow, they should be equipped to share the load.

  • Ariel’s initiative for mother’s day for #ShareTheLoad campaign

    Ariel’s initiative for mother’s day for #ShareTheLoad campaign

    MUMBAI: Come Mother’s Day – and kids and families across the country rack their brains as to how they can make the day special for ‘The most special lady in their lives’. Kids and dads make come together to cook a special Sunday breakfast, clean up their rooms, even help her do the laundry. It is great to see all this effort come through on the special day… But come Monday, and life goes back to normal, mom is again back to doing all the household chores alone, the room is messy, and laundry is most definitely HER job.

    This Mother’s Day, Ariel – India’s leading detergent brand, brought forth a simple, yet thought provoking point – why do we only think about helping our moms on special days and not share the load every day? While the internet kept ablaze as thousands of people and multiple brands came forward to express their gratitude to their mothers for all that they have done for them, this unique wish by Ariel stood out. A short 6 second video was all it took for Ariel to encourage kids and dads to not just #ShareTheLoad this Mother’s Day, but #ShareTheLoad every day.

    https://www.facebook.com/ArielCompleteIndia/videos/1689451074476308/

    Ariel has been endorsing the cause of equality within the household through its #ShareTheLoad campaign since 2015, which has been its most rewarded and prestigious movement on social equality. Research shows that more than 70% of children today believe that household chores like laundry is only a mother’s job. This prejudice of household inequality is being passed down from one generation to the next. Thus, Ariel took up the cause and has been an advocate for the women in urging men to ShareTheLoad, because with Ariel, you get superior stain removal in 1 wash, no matter who does the laundry. The movement, dedicated to addressing the cycle of gender prejudiced, has been sparking conversations across multiple touchpoints, leading to a massive participation from consumers, with 2+ million having come forth and pledging their support to the cause.

    The unique Mother’s Day wish this year was shared initially on Ariel’s website and social media handles but quickly gained momentum as influencers like Huma Qureshi, Karan Wahi, etc.  also took to Instagram and Facebook to share the video, tagging their moms and pledging to #ShareTheLoad every day. The wish has garnered 1.5 million views on Facebook and ~3000 shares so far.

    This is a person who never takes a day off. She works tirelessly without complaint and takes care of the family with a pleasant smile and an endearing heart. She deserves much more than just a day of celebration and sharing her load. Ariel India took to this emotion, and drove the message of #SharingTheLoad on a regular basis, and imbibing it as a habit instead of picking few occasions to do so. It also sends out a very powerful message to parents to inculcate the value of sharing the load in their children from the very beginning, thus breaking the cycle of conditioning and moving their family towards a more equal household.

    Let’s take the spirit of #ShareTheLoad and imbibe it into our daily lives –  Happy Mother’s Day… Everyday.

  • The rising trend of coopetition among brands

    The rising trend of coopetition among brands

    MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

    Companies are willing to do anything today, including riding along with other brands just because it will benefit them. Coopetition essentially involves one company advertising through another company, so that each can benefit from the brand loyalty and reputation of the other. It is also called brand partnership and the term is relatively new to the business vocabulary and is used to encompass a wide range of marketing activities involving the use of two or more brands.

    An early instance of co-branding occurred in 1956 when Renault tied up with French jeweller Jacques Arpels to turn the dashboard of one of its newly introduced Renault Dauphines into a work of art. A unique case of coopetition was when Burger King made a proposal to archrival McDonald’s to create a unique burger McWhopper but Ronald McDonald frowned on it.

    public://Screen Shot 2018-01-14 at 7.03.43 PM.png

    The most infamous case was the success story of Samsung and Sony partnership back in 2004. Two competitors who operate in the same television manufacturing business decided to come together in a joint venture to develop and produce LCD panels for flat screen TV sets. Teaming with a rival produced two innovations, knocking down other competitors from their positions and more than doubled the combined market share of these two companies. The companies ended their partnership of liquid-crystal displays for televisions in 2011.

    Although a common practice internationally, the phenomenon is fairly new in India. The most acknowledged has been Ariel washing powder and LG washing machine coming together for a brand alliance. The partnership was strengthened by a TVC that showcased LG as the best washing machine to wash your clothes using Ariel washing powder.

    Indian two-wheeler motorcycle company Hero Group and Japanese Honda Motor Company entered a joint venture to set up Hero Honda Motors Limited in 1984. The joint venture not only created the world’s single largest two-wheeler company but also one of the most successful joint ventures worldwide. But, on 16 December 2010, the companies signed an agreement to dissolve their partnership.

    We have also witnessed telecom companies partnering with handset manufacturers to strengthen their position jointly in the market. This results in an increased sale of handsets and mobile network subscribers. In 2017, Sunil Bharti Mittal-led Airtel launched Android-powered 4G smartphones in partnership with Karbonn Mobiles. Domestic handset maker Micromax and Vodafone also came together to offer a smartphone at an affordable price hence increasing the mobile and network penetration in smaller markets.

    The latest addition to the list is sanitaryware Parryware joining hands with toilet cleaner Harpic to educate and promote imperative lifestyle habits. Emphasising the need for hygienic and clean toilets, the duo has even jointly launched a television commercial which revolves around the need to keep toilets sparkling clean and germ free for maintaining hygiene as well as longevity, while showcasing bathrooms as an important factor that drives health and well-being of consumers in their living spaces.

    Additionally, various food delivery apps have also been tying up with cab hailing services and e-commerce websites tie-up with mobile handsets as an exclusive seller such as OnePlus with Amazon. Although the trend is fairly new, it is an interesting space to see two brands coming together to achieve marketing and revenue goals together.

    Also Read:

    Indian TVCs that rapped with consumers

    The attention grabbing gimmick of comparative advertising

    Why do we lack animated ads despite their popularity

  • Diwali ads – the new age way of storytelling

    Diwali ads – the new age way of storytelling

    MUMBAI: The advertising sector has undergone an evolution over the years. The storytelling has matured, creatives have changed, and brands are experimenting with fresher and innovative ways to connect with their audience — on television, social media and digital.

    A recent phenomenon is the ability of ads to get a product to sell while conveying bold, social messages. Ariel’s #ShareTheLoad, Google’s reunion or the recent Vicks transgender ad spearheaded the trend and managed to not only create an instant connect with the audience but also delivered powerful social messages as they created brand awareness subtly.

    While Indians all over the world celebrated Diwali last week with much fanfare and glee, the creative minds at agencies had a hard task ahead of the celebration to create Diwali-targetted campaigns for their clients that are ‘out-of-the-box’ yet resonate with the brand’s identity.

    This year, too, saw some striking ads. Some brands urged audiences to spend quality time with their family and loved ones while some stuck to social messages. Even though cynics cast aside these efforts terming them as duplicitous sales techniques, brands need praise for the human touch.

    We have listed some of the best Diwali advertisements this year that went beyond the cliched lights, fireworks and sweets.

    Lenovo: #GiftThemAFuture this Diwali

    In a heartwarming campaign created by Lenovo India, ‘Gift them a future’ is a story about a retired banker who is struggling to keep himself busy by going to his office every day after retirement. His son, who is back home for Diwali gifts him a Lenovo notebook to start his entrepreneurial venture.

    Nokia: #UniteForLove

    Nokia mobile rolled out its first big cross-platform campaign ahead of the festive season. It stays true to its global brand philosophy of #UniteFor, and rises to the occasion, telling a very touching story. To everyone consumed by technology, it puts human relationships above everything else on occasions when it matters. The campaign created by Dentsu One India proposed that for a day, people spend quality time with their loved ones uninterrupted by phones. Put your phone in a gift box and give it to someone or just keep it aside as a gesture of committing your time—and you—to someone else, stressing on the philosophy of #UniteForLove

    Ghadi Detergent: Is Diwali #SaareMaelDhoDaalo

    Humans tend to fit strangers into stereotypical boxes that exist in our minds. Continuing with its “saare mael dho daalo” (let’s get rid of the dirty things) proposition, Ghadi detergent’s Diwali campaign urges us to look at everyone afresh without resorting to our biases. The film highlights how the appearance of a policeman in our homes brings doubts of many kinds. It makes us uncomfortable and we tend to get nervous and unsettled. Created by advertising agency ADK Fortune, the TVC shows a policeman visiting a family who are selling their electronic goods online and his interest in buying them.

    Amazon prime video: Kahaaniyon wali Diwali

    This ad asks the audiences to soak in the joy of storytelling with their loved ones. Storytelling is as old as civilisation. Some stories entertain while others stir up something inside you. This one is a sort of retelling of a conventional happy story — keeping the sweetness and warmth of a father and son’s relationship intact. It not only celebrates the art of weaving a tale, it also turns a simple exchange between a father and a son into a larger than life, wholesome experience; and brings it alive in a magical way.

    Dainik Bhaskar: Sarthak Diwali

    In its latest campaign for Diwali, Dainik Bhaskar urges people to give respect along with goods to those less privileged and our house help. The TVC shows a house maker handing out diyas, clothes, sweets and firecrackers to her house help on the day of Diwali. Later in the night, she visits her house help’s home to wish her a happy Diwali and hug her. The ad emphasises on a very important point that just giving gifts and sweets to them is not enough and we must also give them equal and enough love and respect.

  • Ariel’s Dads#ShareTheLoad campaign receive appreciation from consumers & industry

    Ariel’s Dads#ShareTheLoad campaign receive appreciation from consumers & industry

    MUMBAI: Launched in February of 2016, Ariel India’s Dads#ShareTheLoad campaign has garnered widespread acclaim from consumers, media, advertising and marketing industry as well as celebrities, for its impactful message of change. The movement, dedicated to addressing the cycle of gender prejudiced, sparked conversations across multiple touchpoints, leading to a massive participation from consumers, with 2.1 mn men pledging their support to the cause. 2600 men showed their solidarity towards gender equality by creating a Guinness World Record of most number of men washing clothes together.

    With 2 out of 3 children believing that laundry is a mother’s job, gender biases within the household are subconsciously passed down from one generation to the next. Powered by Ariel Matic’s 1-Wash superiority, the brand joined women in asking Dads to #ShareTheLoad, since anyone can get great laundry results with Ariel.

    Speaking on this occasion, Fabric Care India associate director Sharat Verma said, “We are delighted with the reception to the movement and we are thrilled to have been recognized at an internationally celebrated platforms like the Cannes Lions. This is a testament to the message of the movement and the resonance it’s had with our consumers. Ariel India will continue to join women across the country to address gender prejudice, and we will continue to encourage more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results.”

    The film went viral internationally and garnered over 50 mn views in just 50 days. The emotionally appealing film, received extensive support from men and women, across countries and continents, paving the way from global recognition.

    Based on a true consumer insight that has resonated globally, Ariel India joined women across the country in bringing to surface the cycle of gender prejudice. This powerful message was very well received by Advertising and Marketing industry, testament by the wide number of awards that came their way.

    The films have also received the support and endorsement of a wide variety of International and Indian celebrities and partners including – Sheryl Sandberg, Melinda Gates, Pankaj Kapoor, Supriya Pathak, Tabu, MandiraBedi, Neha Dhupia, Irrfan Khan, Mary Kom, Sharmila Tagore, Soha Ali Khan, KalNirnay, Tinkle, Whirlpool and Akshara Centre.

    The campaign bagged top international honors at the Oscars of the marketing and advertising world – The Cannes Lions, by taking home an unprecedented 5 Cannes Lions. Ariel India has now become the most awarded Indian campaign in the event’s illustrious history.

    it has won various other accolades which are listed below.

    1. Cannes Glass

    – Ariel Matic for India Mumbai, India.

    2. Cannes Bronze

    – Ariel Matic for Creative Effectiveness, India.

    – Ariel Matic in Cyber for Social Purpose, India.

    – Ariel Matic – India in Entertainment for Online: Fiction 15 Minutes or Under in Length, India.

    – Ariel Matic –India in Short Fiction Film (Under 10 Minutes) in Film, India.

    3. Laadli Grand Prix Award

    4. ADFEST: 1 Silver, 2 Bronze

    5. Dragons of Asia: Black Dragon, Silver, Bronze

    6. EMVIES: 2 Gold, 1 Silver, 1 Bronze

    7. Bloomberg Disruptor: Winner, FMCG

    8. Festival of Media: 1 Gold, 1 Silver, 1 Bronze

  • Ariel’s Dads#ShareTheLoad campaign receive appreciation from consumers & industry

    Ariel’s Dads#ShareTheLoad campaign receive appreciation from consumers & industry

    MUMBAI: Launched in February of 2016, Ariel India’s Dads#ShareTheLoad campaign has garnered widespread acclaim from consumers, media, advertising and marketing industry as well as celebrities, for its impactful message of change. The movement, dedicated to addressing the cycle of gender prejudiced, sparked conversations across multiple touchpoints, leading to a massive participation from consumers, with 2.1 mn men pledging their support to the cause. 2600 men showed their solidarity towards gender equality by creating a Guinness World Record of most number of men washing clothes together.

    With 2 out of 3 children believing that laundry is a mother’s job, gender biases within the household are subconsciously passed down from one generation to the next. Powered by Ariel Matic’s 1-Wash superiority, the brand joined women in asking Dads to #ShareTheLoad, since anyone can get great laundry results with Ariel.

    Speaking on this occasion, Fabric Care India associate director Sharat Verma said, “We are delighted with the reception to the movement and we are thrilled to have been recognized at an internationally celebrated platforms like the Cannes Lions. This is a testament to the message of the movement and the resonance it’s had with our consumers. Ariel India will continue to join women across the country to address gender prejudice, and we will continue to encourage more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results.”

    The film went viral internationally and garnered over 50 mn views in just 50 days. The emotionally appealing film, received extensive support from men and women, across countries and continents, paving the way from global recognition.

    Based on a true consumer insight that has resonated globally, Ariel India joined women across the country in bringing to surface the cycle of gender prejudice. This powerful message was very well received by Advertising and Marketing industry, testament by the wide number of awards that came their way.

    The films have also received the support and endorsement of a wide variety of International and Indian celebrities and partners including – Sheryl Sandberg, Melinda Gates, Pankaj Kapoor, Supriya Pathak, Tabu, MandiraBedi, Neha Dhupia, Irrfan Khan, Mary Kom, Sharmila Tagore, Soha Ali Khan, KalNirnay, Tinkle, Whirlpool and Akshara Centre.

    The campaign bagged top international honors at the Oscars of the marketing and advertising world – The Cannes Lions, by taking home an unprecedented 5 Cannes Lions. Ariel India has now become the most awarded Indian campaign in the event’s illustrious history.

    it has won various other accolades which are listed below.

    1. Cannes Glass

    – Ariel Matic for India Mumbai, India.

    2. Cannes Bronze

    – Ariel Matic for Creative Effectiveness, India.

    – Ariel Matic in Cyber for Social Purpose, India.

    – Ariel Matic – India in Entertainment for Online: Fiction 15 Minutes or Under in Length, India.

    – Ariel Matic –India in Short Fiction Film (Under 10 Minutes) in Film, India.

    3. Laadli Grand Prix Award

    4. ADFEST: 1 Silver, 2 Bronze

    5. Dragons of Asia: Black Dragon, Silver, Bronze

    6. EMVIES: 2 Gold, 1 Silver, 1 Bronze

    7. Bloomberg Disruptor: Winner, FMCG

    8. Festival of Media: 1 Gold, 1 Silver, 1 Bronze

  • Disney Princess collection shines bright at Asian Licensing Awards 2006

    Disney Princess collection shines bright at Asian Licensing Awards 2006

    MUMBAI: The Walt Disney Company’s Princess collection received the Best License (Entertainment) award 2006, at the Hong Kong Trade Development Third Asian Licensing Awards.

    Disney Princess is a comprehensive collection of girls’ entertainment and products including toys, apparels, personal care and electronic goods featuring Disney’s heroines – Ariel, Belle, Cinderella, Sleeping Beauty and Snow White. The Princess range creates a fantasy world filled with magic, romance and dreams to capture the hearts and minds of consumers.

    “The Walt Disney Company is extremely honored to receive this recognition. At Disney Consumer Products, it’s all about the product. Great products and great marketing are one and the same. Disney Princess is the fastest growing Disney Consumer Products brand in worldwide retail sales for the past two years. This award further strengthens the Disney brand and our franchise management approach,” said The Walt Disney Company (Asia Pacific) Limited vice president – Asia Pacific, emerging markets, retail sales and marketing Ken Chaplin.

    Since the franchise was created in 1999, the Disney Princess range has gone on to achieve over $3 billion in retail sales globally and the Princesses enjoy popularity across the region.

    “Our vision is to engage and connect to the consumers through creativity and product innovation. We look at each of our characters or sets of characters, or franchises and consider them businesses unto themselves. At their heart is creativity, creating connections and building awareness for Walt Disney as an entertainment brand for all ages,” said Chaplin.