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Tag: #ShareTheLoad

  • Ariel asks men, Is your HomeTeam as strong as your Dream Team?

    Ariel asks men, Is your HomeTeam as strong as your Dream Team?

    Mumbai: Over the last nine years, Ariel India has continuously sparked conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. As society progresses, men have increasingly recognized the importance of supporting their partners equally. Since we began this journey in 2015, the percentage of men who believed that household chores, like laundry, are solely a woman’s job has drastically decreased from 79 per cent to 25 per cent*. However, acknowledging the need for further progress, Ariel is driving the conversation forward to encourage men to not only accept the physical aspect of household chores but also to act as a team at home to share the mental load. This collective effort will significantly contribute to men earning the trust of their partners by stepping up, ensuring that they can confidently step out into the world. This year, Ariel poses a pertinent question – How strong is your HomeTeam? By urging men to #ShareTheLoad, Ariel aims to foster a culture of equal ownership and accountability of household chores between husbands and wives, seamlessly integrating both the physical and mental aspects of running a household.

    In our latest film, ‘HomeTeams #ShareTheLoad,’ Ariel aims to introduce the notion of fostering a team dynamic within the household, reiterate household chores as a collective responsibility. Additionally, Ariel is urging couples to recalibrate their roles and responsibilities – can men handle both the mental and physical responsibilities of running the household in her absence? If yes, what stops from this becoming a way of life? This introspection is crucial in fostering true equality within households.

    While the physical aspect of household chores may receive occasional recognition, the silent weight of the mental load often goes unnoticed for many women. As men increasingly take on certain tasks and some households opt for domestic assistance, it’s critical to address the unseen burden borne by women. Have we truly considered the relentless mental to-do lists carried by women, often without respite? A new study by an independent third party, commissioned by Ariel revealed a startling fact that three out of every four women (75 per cent) find it difficult to mentally disengage from household responsibilities. This imbalance not only undermines their health, relationships, and overall well-being but also poses a significant obstacle to their career advancement. As more women enter the workforce and nuclear households become more prevalent, the need to share the load becomes even more pressing. As the unceasing weight of household chores persists, looming over every aspect of life, it’s imperative to ask: Can men adeptly shoulder not just the physical but the mental responsibilities of household management in her absence, thus easing the burden and fostering a more equitable partnership?”

    Ariel’s latest film poses a vital question to men. The story follows Aisha, a professional balancing her career and home responsibilities. When offered a work trip to Singapore, Aisha’s apprehension stems from concerns about her ‘team’s ability to manage without her. Like a lot of women, she does not want to highlight the main reason that she knows her partner’s incapability to take on the responsibility of the household in her absence The, “team” in this case that she was referring to was the team at home.

    This concern reflects a common dilemma for women, with research showing that more than half of women occasionally decline work-related travel due to worries about their partners’ ability to handle household chores.

    Yet, in a heartening turn, Aisha’s boss nudges her to leverage her “HomeTeam” just as effectively as she does her work teams, emphasizing the potential for achieving larger objectives than she could manage alone. This underscores the profound influence of teamwork in both personal and professional realms. While some men serve as catalysts for change, others may need just a gentle push. In the film, the husband’s realization is sparked by simply overhearing a conversation between Aisha and her boss about her apprehension to go to Singapore and how the team back at her home will manage in her absence. The realization in him highlights how small moments can lead to significant shifts in perspective. It’s a testament to men who just need a nudge to genuinely aspire to be equal partners but may be hindered by societal conditioning or a lack of awareness.

    “In response to the evolving dynamics within households, driven by the increasing representation of women in the formal sector, we recognize the need to adapt our approach to laundry care. With higher incomes, increased mobility, and growing aspirations, households are experiencing changes in laundry patterns, time constraints, and a heightened demand for convenience. At Ariel, we are committed to creating an ecosystem at home that empowers women by easing their domestic responsibilities. Our mission goes beyond providing superior cleaning products; we aim to foster genuine partnership and equality within households. By understanding the evolving needs of consumers, we strive to rewrite the narrative of gender roles and empower both men and women to share responsibilities equitably. This year. We are attempting to spotlight the never-ending to-do lists, a sign of the mental load, that women continue to disproportionately bear. Together, through initiatives like #ShareTheLoad, our aspiration is to cultivate households where it’s equally common for men and women to not only share the physical chores like laundry but also share the mental load of household responsibilities.” said Mukta Maheshwari, Chief Marketing Officer, P&G India, and Vice President – Fabric Care, P&G Indian subcontinent.

    #ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. Each year we uncover a hidden truth. Our deep listening process, in collaboration with the team at P&G Ariel, helps us sense the mood of the nation, the home, and the individual. This year we are hearing more and more women say they are giving up on growth opportunities because of the mental and emotional load of domestic responsibilities. This holds many women back and stops them from achieving their full potential. But things are changing. There are so many moments in the film that show us this reality and how the shift is happening. In the end, the film captures the realization of the husband and the effort he puts in to ensure his wife doesn’t have to take a step back at work. A giant step for equality at home.” said BBDO India chairman & chief creative officer Josy Paul.

    Over these seven editions, we’ve consistently addressed this vital issue, emphasizing the importance of shared responsibilities within households. With each passing year, our commitment to promoting equality and sparking meaningful discussions remains steadfast.

  • Ariel champions ‘true equality’ in latest #ShareTheLoad brand film

    Ariel champions ‘true equality’ in latest #ShareTheLoad brand film

    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.

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  • Ariel’s #SonsShareTheLoad is WARC’s most awarded work for media excellence

    Ariel’s #SonsShareTheLoad is WARC’s most awarded work for media excellence

    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.”

    The Load Lockdown film- 

    Link season 4- 

    Link Season 3 – 

    Link Season 2- 

    Link- Season 1- 

  • Ariel and Whirlpool spread the message of gender equality with #SHARETHELOAD at METRO Cash and Carry India stores

    Ariel and Whirlpool spread the message of gender equality with #SHARETHELOAD at METRO Cash and Carry India stores

    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.

  • 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.