MUMBAI: The latest film released by Ariel India as part of the #ShareTheLoad movement, which has started a relevant conversation of raising both sons and daughters equally, has garnered over 20 million views already. Also, it has garnered praise from many women across India and the globe including chief operating officer of Facebook and founder of Leanin.org Sheryl Sandberg.
Endorsing the thought Sheryl Sandberg recently said, “We teach our daughters to stand on their own feet. But we don’t teach our sons to lend a hand. This is such a powerful ad about how stereotypes get passed on from generation to generation – but now we have the opportunity to change that.”
Supporting the film on her Facebook page, she added, “Thank you Ariel India and P&G for showing her that a more equal world would be a better world for all of us.”
Aiming to address the imbalance when it comes to household chores and the subsequent consequence of many women having to compromise on their aspirations, Ariel India urges this generation of mothers to raise their children as a generation of equals who #ShareTheLoad. The movement is gaining a massive support from celebrities across the globe including Rajkummar Rao, Patralekha, Sanjeev Kapoor, VVS Laxman, Neha Dhupia, Soha Ali Khan, who all agree that if taught to #ShareTheLoad today, the sons of today become the husbands of tomorrow, who will be prepared and equipped to be equal partners.
P&G India marketing director and fabric care lead Sonali Dhawan shared, “We can see that the campaign is striking a chord. We are seeing an outpouring of personal stories, anecdotes and letters across social media platforms. We garnered 15 million views in just 2 weeks! It goes on to show that the message, the film, and the cause are truly resonating with the audience. Ariel is proud to be at the forefront of converted effort in addressing the inequality at home and move the society to a happier, more equal future. This is just the beginning.”