MUMBAI: It’s got a new senior executive in the corner office. Bathware brand Hindware Limited has appointed Nirupam Sahay as CEO of its bath and tiles business. Sahay’s extensive leadership experience and strong track record in driving growth will support Hindware’s expansion in sanitaryware, faucets, and tiles.
Nirupam joins Hindware from Dixon Technologies, where he served as president of the lighting solutions business. He has held senior roles at prominent companies such as Philips Lighting, GE Capital, Whirlpool, and Asian Paints. Additionally, he has served on the boards of Rexxam Dixon Electronics and GE Money Financial Services, and is an advisor at the Institute for Advanced Studies in Complex Choices.
Hindware chaIrman & managing director Sandip Somany expressed confidence in Nirupam’s leadership skills, stating, “His deep understanding of the Indian market and focus on innovation will drive our bathware business’s growth.”
Nirupam Sahay shared his enthusiasm, saying, “I am honored to join Hindware, an iconic brand in Indian households. My focus will be on fostering innovation and creating value for all stakeholders.”
Nirupam holds an honors BA in economics from St. Stephen’s College, a master’s in management from NMIMS, and completed the advanced management program at Wharton.
Mumbai: Marketing data and analytics company, Kantar unveiled on Thursday the ads that were most effective and creative in 2021 across India. The firm tested more than 13,000 creatives for clients around the world throughout 2021. 10 percent (1300+) of those creatives were tested in India alone.The India report shortlisted over 350 ads, tested across categories, markets, target groups and media channels.
Some of the findings from Kantar’s Strategic Sparks for effective and creative digital advertising are:
Customized and integrated content yields significantly higher ROI: Carrying forward creative stories and elements from other media amplifies the impact of digital assets.
Shoot for instant meaning: Given the attention poor consumers and short window available, it pays to ensure that the consumers are not called to do any additional work for decoding what they are supposed to think and feel about the brand
Ride the moment: Embrace the topical issues and trends, to engage and be relevant
Strike an emotive chord: Well told stories open up consumers for longer format videos
Hook them early: Promise of a fulfilling story arc, emotive journey and humour help in ensuring that consumers stay invested beyond 6 seconds.
Commenting on this year’s winners, Kantar Insights Division managing director & chief client officer Soumya Mohanty said, “The spread of ads that consumers have perceived to be both creative and effective is an affirmation of the fact that the space for creativity even in context of marketing ROI is infinite. While there is no magic formula for creating such ads, we can start with the right ingredients and refine them by testing them out with consumers. Kantar is pleased to share the learnings that we have had in the area while working with the leading marketeers in India.”
Key highlights from this year’s report identified for effective and creative TV advertising:
Indians love to ride fulfilling story arcs: Stories create room for empathy, engagement, and vivid memories through which one could influence the way in which consumers think & feel about the brands.
Touch of drama helps: Just the right kind and quantity of spice delivered through creative storytelling and filmmaking, elevates even the repetitive themes, to make them more personal, relevant and aspirational.
License to be extravagant in visualization: Indians are open to suspending their disbelief for the well visualised film.
Layer in emotional meaningfulness: Emotive contexts have the potential to make the consumers warm up to even the dry functional categories.
Show, not tell: Integrating brand payoffs as an organic plot event in the script is a timeless approach toward creating vivid and persuasive memories.
Kantar’s collaboration with the Unstereotype Alliance has led to the development of the Unstereotype metric (UM) which Kantar now includes as a measure of gender portrayal in advertising as an integral part of its Link™ communication pretesting solution. Thus, setting a foundation for marketers to review the potential of their creative executions on this dimension to monitor progress over time.
Unstereotype metric* (UM) in the long term provides learning and context for gender progressive advertisements. UM is now measured for 14,000+ ads across 70 countries, 3,300+ brands and 251 categories.
⎯ Unstereotyping in advertisements is predicted to unlock higher marketing ROI. It signifies strong brand equity and is likely to impact short term sales as well. This impact is not only true for women, but progressive male role models also impact business outcomes across categories.
⎯ Progressive ads are more effective and trigger positive engagement. They are in general seen to be more enjoyable, relevant, different and even pleasantly surprising.
⎯ Unstereotyping affects various aspects of the brand- power, meaningfulness, difference and saliency especially seen in food & beverage, household and personal care categories.
⎯ There are clear and present rewards for brands that seek to be at the forefront of embedding progressive gender roles
KOLKATA: Whirlpool of India, the world’s leading kitchen and laundry home appliance company, facilitated a survey with Kantar to understand how consumers are responding to the hygiene and sanitation of their clothes. In the current environment, people world-over are concerned about keeping themselves and their surroundings germ-free and sanitized. Extra precautions are being taken every step of the way to minimize interaction with the outside world.
The detailed survey was conducted with a sample size of 500 individuals (men and women) aged 28-40 years in Delhi, Mumbai, Bangalore, Chennai and Kolkata. The primary objective of this survey was to arrive at hard-hitting facts on consumer’s awareness around the cleanliness of clothes and its implication in today’s time.
The survey reveals that 97 per cent of consumers feel the importance of sanitization has increased and the frequency with which they wash clothes has gone up for 87 per cent consumers.
The other stark findings revealed by the survey include:
Clothes worn outside the home tops the list of objects feared to carry germs with 93 per cent endorsements. The other carriers of germs include-
Any surface area like lift, railings etc. and home delivered food (92 per cent)
Footwear (88 per cent)
Bags (83 per cent)
Mobile phones and money (82 per cent)
In the current situation, 82 per cent respondents claimed that they are worried about carrying germs in clothes when coming from outside. The other worries include-
Sanitisation of hands and surfaces (80 per cent)
Sanitization of clothes (78 per cent)
Falling sick (76 per cent)
Lack of adequate medical help (73 per cent)
Increase in household chores (72 per cent)
People from Mumbai are most worried about carrying germs in clothes when coming from outside at 89 per cent, followed by Chennai and Kolkata
87 per cent of the respondents claim that worrying has led to increase in washing of clothes for the following reasons:
To maintain hygiene and cleanliness (91 per cent)
To keep our kids and elderly members safe from germs/allergens (83 per cent)
Prevention from falling sick (82 per cent)
Washing clothes worn outside after single wear (81 per cent)
79 per cent of the respondents claim that hot water helps in Sanitizing clothes along with ‘effective cleaning’ and ‘removal of tough stains’
88 per cent consumers in Chennai believe hot water cleans clothes more effectively, the highest among other regions
Significantly higher number of female respondents (82 per cent) feel that hot water will help sanitize ‘kid’s toys, bedding and clothes’ more than males (73 per cent)
Respondents claimed that Germs/allergen in clothes can be removed by washing it with:
Detergent (82 per cent)
Hot Water (76 per cent)
Disinfectant (71 per cent)
Using home remedies (43 per cent)
73 per cent of the consumers claimed that they use hot water to wash only a certain type of clothes such as:
Clothes with tough stains (91 per cent)
Baby clothes (86 per cent)
Clothes used in kitchen (85 per cent)
96 per cent of the consumers claimed that they will consider buying a washing machine that has an advanced option for sanitising clothes as well
In fact, 98 per cent of the consumers are even willing to pay premium while buying a washing machine with sanitisation feature rather than on other consumer appliances like AC, refrigerator, etc., shown to respondents
93 per cent of the consumers believed that different water temperature is required for cleaning different type of clothes
80 per cent of the consumers believe that washing clothes in a washing machine with hot water is the best way to remove stains and sanitise clothes
However, only 20 per cent of these respondents claim to use hot water wash for all types of clothes
‘Safe’ is the word that consumers associate with the feeling that their washing machine can help remove germs/allergens (79 per cent)
Women are much more conscious about ensuring sanitization of clothes
Significantly higher number of female respondents (81 per cent) have done online search to understand how to sanitize their clothes than male (72 per cent) respondents
There is a relatively higher concern among Moms (85%) on the worry of germs getting carried in from outside
75 per cent of working women are more aware and highly concerned through online search on improving sanitisation
More working women (82 per cent) believe that hot water helps in sanitizing clothes
Whirlpool of India vice president marketing KG Singh said, “People today are more vigilant of their health and hygiene than ever before. With sanitisation becoming the need of the hour, we commissioned a survey to gauge the behaviour patterns around their rising concerns of keeping clothes clean. With ‘Everyday, Care’ at the core of our brand, we wanted to be there for our consumers during this time by better understanding their needs and offering a portfolio of products that meet their expectations.”
“The survey clearly indicates the stress and worry around sanitization of clothes. Consumers are researching online to know of effective ways to clean their clothes and kill germs brought in from outside the home. Hot water which is known to be effective in cleaning stains has stood out as a top preference for consumers when opting for a washing machine along with the added benefits of sanitization features. It is extremely critical to take care of the hygiene and sanitization of one’s surroundings and clothes,” said the official spokesperson from Kantar.
NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, has assigned its digital mandate to Pulp Strategy. The mandate covers markets in SAARC countries like Bangladesh, Nepal, Sri Lanka and so on. As part of the mandate, Pulp Strategy will handle the brand’s presence across all digital platforms, including building and managing technology, media planning, media buying, digital creative and content, and social media. The digital agency will also be responsible for planning and executing new digital initiatives for the brand.
Shivram B, head SAARC, exports and NB unit, Whirlpool said “Pulp Strategy has shown a deep understanding of the digital consumer journey and is aligned to our goals. We are looking to work with them closely to increase our brand preference and engagement across touchpoints in DCJ leveraging their creative prowess and data-driven approach.”
The association was kickstarted with a new festive campaign that talks about the advanced ability of Whirlpool washing machines in hygiene and care. The washing machine is powered by an advanced in-built heater which removes up to 99.9 per cent germs and allergens and has the hot catalytic soak feature. The campaign went live in Bangladesh and the market saw a surge in washing machine demand. The consumer behaviour, language and platforms are unique to the country and the campaign which was Bangladesh-first leveraged this opportunity to strengthen awareness for Whirlpool washing machines amongst the audience. It was rooted in deep research about the market and consumer behaviour.
The campaign was launched with a digital film focusing on the relationship between a mother and her child. The film treatment is candid, simple, rooted in consumer insight and highlights parents’ need to keep their kids safe from germs and infection while giving them the freedom they need to play and grow in these times. The ad reached millions of consumers digitally and was widely accepted with a high engagement and share rate. The campaign also had fun and peppy snackable video content.
Ambika Sharma, managing director of Pulp Strategy said, “We take immense pride in the work we have done previously for brands across the business spectrum, ranging from emerging start-ups to global brands. We are delighted to partner with Whirlpool, the team is bubbling with energy and has a strong insight into their consumer sub sets. Whirlpool has powerful products on its portfolio, vibrant, fast paced with immense potential in the digital space. In the coming times we will focus on improving engagement and infusing technology into the current digital practice while we work towards strengthening the brands digital presence.”
NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, world’s leading kitchen and laundry home appliance company, signs official sponsorship with ESPNcricInfo for IPL 2020. As part of the association, Whirlpool will bring alive the IPL fever through one-of-a-kind flagship shows, features, expert insights and interesting highlights for the cricket lovers.
‘Whirlpool Adaptable Player of the Day’: A show where the ESPN anchor and cricket experts will pick & discuss the player who showcases stellar performance and stands out for his match situation related adaptable skills during the game. This selection is in line with Whirlpool’s recently launched Intellifresh Pro, India's most advanced Bottom Mount Refrigerator powered by advanced Adaptive Intelligence Technology. The association will increase awareness and help in building relevance of the product through the show
‘T20 Time:Out’: A flagship show which will showcase the daily preview and review for the IPL matches. The show, on which Whirlpool is the Presenting Sponsor, brings a wholesome series of match dissection, data, insights, expert analysis, which will be a daily dose of energy and excitement for the mega event
Commenting on the same, Whirlpool of India VP marketing KG Singh said, “IPL has established itself as a modern-day format where cricket lovers experience the adrenaline rush of the game. We are proud to partner with ESPN CricInfo to be a part of one of the deepest passion points for the nation and launch our IntelliFreshPro Bottom Mount Refrigerators – a format of the future just as IPL has proven to be. Just like adaptable players are required to ace the game, our advanced Bottom Mount Refrigerators uses its adaptive technology for winning consumer experience.”
NEW DELHI: Whirlpool of India, a subsidiary of Whirlpool Corporation, the world’s leading home appliance company has launched a #SanitiseWhatYouWear campaign that throws light on sanitizing vs washing of clothes and how a washer with inbuilt heater helps in removing up to 99.9% germs and allergens from the clothes.
Keeping the heightened consumer need of products in the health and hygiene segment in mind, the campaign will go live with close to 500 mothers in collaboration with the largest community of mothers, Momspresso. The mothers will be talking about how improved personal hygiene habits, being mindful of the surfaces of our clothes and sanitising them properly is a big contributor in prevention of germs and allergens entering our body. The campaign will go live on Whirlpool’s social media handles.
Whirlpool has a wide range of fully automatic top load washing machines with advanced in-built heater technology. These Intuitive and Intelligent washing machines from Whirlpool apart from germ removal expertise have enhanced features and innovations for a clean and hassle-free washing experience.
Embracing the brand philosophy of Every Day Care, the product and the campaign reflect Whirlpool’s commitment towards providing solutions that are meaningful and advanced with consumers at the heart.
Stain removal technology: A unique 6 stage wash process involving varying water temperatures & wash motions, ensuring tough stains removal like mud, grass, ketchup etc. The Inbuilt heater helps remove 50 different types of tough stains even after 48 hours.
Customised Fabric care: Whirlpool Washing machines are equipped with Three different Hot water modes – Warm, Hot & Allergen free. This helps in taking care if of different fabric types, to ensure sanitized washing and care of clothes.
Eco wash: Whirlpool has the widest range of 5-star energy rated machines with the Eco mode which uses an optimized wash algorithm for low water & energy consumption, while providing the best in class cleaning performance.
Whirlpool India vice president- marketing – KG Singh said, “Consumers today are more vigilant of their health and hygiene than ever before. Keeping in mind the need of the hour, Whirlpool has fast tracked its efforts to provide superior Sanitization along with best in class Wash Performance with the launch of the WhiteMagic Elite Plus range. This feature is also present across Stainwash Pro and Bloomwash Pro ranges through a special anti-bacterial cycle that ensures up to 99.9% germs and allergen free wash. This innovation comes from over 100 years expertise of Whirlpool in building washing machines leveraging its proprietary 6th Sense algorithms.”
Available online at https://www.whirlpoolindia.com/ and across India in capacities of 6.5 kg and above at a starting price range of Rs 18000.
NEW DELHI: The sudden demise of popular actor Sushant Singh Rajput has shocked the entire nation. The beloved actor who successfully transitioned from television to films made a mark for himself in a short span. His speculative acting, cheerful smile and the humble attitude towards fans and others gained him a special place in the heart of millions.
Prime minister Narendra Modi also condoled his death, saying ‘a bright young actor gone too soon.’
His aura wasn’t restricted to the film industry but trickled down to the advertising world also. He was among those stars who had a kitty full of brands and was recognised for his quality work instead of quantity.
In 2011, he was spotted for the first time in a TVC of LUX soap with Aishwarya Rai. In 2013, Pepsi announced him as a brand ambassador for its sub-brand Pepsi Atom. He was seen promoting the product in ad campaigns. Rajput endorsed multiple brands and a variety of products ranging from Kingfisher, Lux Cozi, Garnier Men, Nissan Terrano to Close up, Flying Machine and One Plus.
However, clear with his choice, he refused to endorse a fairness cream, and even rejected a proposal of Rs 15 crore, as he found it racist.
In 2018, Rajput joined hands with NITI Aayog to promote women entrepreneurship and motivate women to come forward and build a vibrant ecosystem. At the same time, he was seen promoting NITI Aayog’s digital payments campaign transforming India into a less-cash economy.
For another cause, he partnered with DHFL Pramerica Life Insurance to launch the Behtar India campaign, with an aim to take India towards a healthier, cleaner and greener future towards building a better India.
Here’s a look at his most appealing ad campaigns over the years:
Donear NXG
Menswear brand Donear NXG collaborated with Rajput as its new brand ambassador. He was seen promoting the latest collection of the brand.
BATA
European footwear major Bata roped him as a brand ambassador in 2018 to promote its casual range of footwears, and help brand become more relevant and aspirational among the younger generation.
Whirlpool
In 2018, the brand announced the association of Rajput along with Kriti Sanon to promote its wide range of appliances, and help accelerate the brand’s value among the new age customers. The duo was seen promoting various products in different ad campaigns.
Syska
In 2017, when the brand forayed into personal grooming category, it roped Rajput as its first brand ambassador to connect with the target audience. The move was intended so that the brand becomes familiar not only in the metro but also in the non-metro cities.
Sonata
Tata Group’s affordable watch brand Sonata roped in Rajput in 2017. The brand intended to showcase the aspiration of younger generations by the bold choices they make. The ad film, Khud Par Yakeen Karo was highly praised by people.
He debuted with Zee TV’s popular daily soap Pavitra Rishta and soon entered Bollywood with his first film Kai Po Che! in 2013. The actor was critically praised for his performance in the film. His films such as PK, Kedarnath, Shuddh Desi Romance and MS Dhoni: The Untold Story helped him achieve tremendous success and established him in the Bollywood industry. He also played the role of an Indian detective in Byomkesh Bakshy for which he received critical acclaim. His latest movie, Chhichhore, won applauds from the audience. The actor will be posthumously seen in his last film Dil Bechara which was slated to release in May but postponed due to ongoing lockdown. The film will be released online.
MUMBAI: Reckitt Benckiser has expanded its e-commerce product portfolio by introducing Calgon 3-in-1 power gel water softener for washing machines and Airwick car fresheners to the Indian market. Calgon has been trusted to protect washing machines from limescale and dirt build-up for over 50 years. It is the only water softener recommended by global leading washing machine manufacturers like Bosch, Siemens and Whirlpool. With Airwick car fresheners, RB is marking its entry in the car freshener category for the first time.
Findings show that hard water is prevalent in multiple parts of the country, leading to formation of lime scale in household equipment including washing machines resulting in long term damage of the machine. Calgon works through the neutralization of the hard water mineral ions and creates a protective shield with every wash. It increases the lifespan of the washing machine. In addition, Calgon is safe to be used on all kinds of garments and prevents malodour in the machine; just one cap with every wash.
Airwick car fresheners are easy to use with a superior spill proof technology with 100% fragrance that lasts for upto 60 days giving the feeling of freshness with every drive. The product addresses the problem of malodour within the vehicle leaving the car smelling fresher and fragrant for longer.
Commenting on the launch, RB Hygiene Home, South Asia CMO & Marketing Director Sukhleen Aneja said, “As Reckitt Benckiser Hygiene Home, we are committed to bringing in superior – technologically advanced products to serve and add value to the growing consumer needs. E-commerce today allows us to test and incubate ideas before scaling them for the more traditional ‘Go to Market’ channels. With the introduction of Calgon and Airwick car fresheners, we are bringing products that are easy to use and address some key concerns that have been identified in our research.”
Growing at an annual rate of 31%, India is the fastest growing market for e-commerce in the world. E-commerce platforms have managed to build their own identity by providing solutions to the needs of Indian consumers. Both, Calgon and Airwick car fresheners are imported products and in their first phase will be sold exclusively on e-commerce platforms.
Calgon 3-in-1 power gel will be available in 750 ml pack at an introductory price of Rs 350. Airwick car fresheners will be available in two formats – vent clip and multi-surface clip, which will last upto 60 days and will be launched at an introductory price of Rs 199.
MUMBAI: Whirlpool as a brand has always been about trust and care. Care can be beautiful, care can be messy, care can be unstated. Built around the many facets of care is Whirlpool’s new campaign. It celebrates the little moments of care for our loved ones. Not once a year, not once an anniversary, not once a birthday. But every day, in our own little ways.
Starring Kriti Sannon, the new television commercial explores the narrative with a fresh storyline and unveiling a new baseline – Every day, care.
The commercial beautifully brings together a montage showcasing everyday snippets of different homes, different relationships and how Whirlpool makes it easy for members of that home to care for another, transforming ordinary moments into extraordinary ones.
Shedding more light on this new brand communication, KG Singh, VP Marketing, Whirlpool of India said, “We are proud to announce the launch of our new brand ad campaign. The new campaign celebrates the driving force behind everything we do. At Whirlpool, every feature we innovate, every technology we provide is designed to be simple & intuitive so that it’s easy to care. Because we believe that it’s not the appliances, but what we do with them that matters.”
Further emphasizing on the campaign, John Thangaraj, National Planning Director, FCB Ulka added, “Whirlpool has always been a brand that has reverberated with trust and care. We observed the small things that one must be doing for their family every day, but unfortunately go unnoticed. However, the emotions that go behind those small actions speak a thousand words. With the current television commercial, we aim to showcase the care that rhymes with these actions.”
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.
