Tag: Share The Load

Ariel releases #ShareTheLoad video on International ASMR Day

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!"

Link to the video- https://youtu.be/J01nO_rYpMw

April 10, 2020
Ariel’s #ShareTheLoad campaign focuses on women’s sleep deprivation issues due to household work

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.

March 18, 2020
Ariel marks Women’s Day with Captain Marvel screening for all the Superwomen

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.

March 10, 2019
Thrive Global India teams up with Ariel for ‘Share The Load’ campaign

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.”

March 8, 2019