Campaign India Team
Apr 15, 2024

Ariel's latest #ShareTheLoad campaign is a reminder to couples to bolster the 'home team'

Conceptualised by BBDO, the film focuses on the mental load of household responsibilities that often go unnoticed.

"How strong is your ‘home team’?" Ariel raises this crytpic yet vital questionin in its latest edition of #ShareTheLoad campaign. With an aim to fuel conversations about the mental as well as physical load on women, the film highlights how spouses can become trusted allies in household responsibilities by urging couples to work together at home as 'home teams'.
Conceptualised by BBDO, the longstanding campaign now into its 9th year, also highlights how women themselves can play a role in motivating and encouraging other women to overcome challenges both at work and home to achieve their proffessional goals.
In its latest film, 'HomeTeams #ShareTheLoad,'  Ariel sheds a light on how women tend to give up on professional  opportunities that would potentially lead to career progression because of their concerns regarding household responsibilities. 
The narrative revolves around Aisha, a career-driven woman juggling professional duties and household responsibilities. The protagonist chooses to bypass a lucrative chance to go to Singapore for a training because of worries that her family would not be able to manage in her absence. However, to her boss she only says that her 'team' here would find it difficult to manage, to which her boss, understanding her real apprehension, reminds her that just as she learnt all the work on the job her 'team' would as well in her absence.
The conversation is overheard by the protagonist's spouse, which has a profound effect on him forcing him to reflect on their relationship dynamic which puts the entire mental load of running the household on the woman.
When Aisha returns home after work that night, she is surprised to see her husband sorting the dirty laundry for washing. Noticing the positive change in him, she asks him the reason behind it.. Her husband then encourages her to go ahead for her Singapore trip without worrying about the family, reassuring her of his commitment to take charge of the house.
The film spotlights the importance of fostering a team dynamic within households while reiterating that household chores are a collective responsibility.
Mukta Maheshwari, chief marketing officer, P&G India, and vice president - Fabric Care, P&G Indian subcontinent, said, “At Ariel, we are committed to creating an ecosystem at home that empowers and enables women. 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, 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.”
Josy Paul, chairman and chief creative officer, BBDO India, added, “#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 realisation 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.”
Campaign's take: In its 7th edition of #ShareTheLoad campaign, Ariel focuses on a common dilemma that plagues a majority of working women: The mental load of household responsibilities that often goes unnoticed.

A study commissioned by Ariel revealed that three out of every four women find it difficult to mentally disengage from these responsibilities, affecting their health, relationships, and career advancement. The latest film raises this highly pertinent and relevant issue of how several women forgo promotions or increased responsibilities at their workplace simply because of apprehensions and doubts about their 'home team''s ability to cope without them. The term 'home team' here refers to the domestic support system.

The film effectively showcases how seemingly small moments can lead to profound shifts in perspectives that may be hindered by societal norms or lack of awareness. In this instance, the husband's realisation is sparked by overhearing his wife's conversation with her boss about her turning down a work-related opportunity due to her concerns about the management of the household when she's away. This forces her partner to question his own competence in managing household tasks in his wife's absence, leading to a heartwarming change within him.
The film effectively underscores the significant impact of teamwork in both personal and professional realms.

Creative Agency: BBDO India 
Chairman & Chief Creative Officer: Josy Paul Chief
Executive Officer: Suraja Kishore
Chief Creative Officer, Mumbai: Hemant Shringy
Executive Creative Director: Sandeep Sawant
Sr. Creative Director - Art: Girish Wadisherla
Sr. Art Director: Rakesh Samal
Group Head - Copy: Harshil Shah
Vice-President Planning: Naina Meattle
Executive Brand Strategist: Madhuboni Bhattacharya GM and EVP, Mumbai: Kaizad Pardiwalla
Client Services Director: Omar Khan
Account Executive: Anjali Jethani
Studio Head: Hitesh Shah
Agency Producer: Krishna KV
Production House: Tiger Telly
Executive Producer: Zoya Akhtar, Reema Kagti, Angad Dev Singh
Producer: Yoshita Bhaskar
Director: Akanksha Seda
DOP: Nikos Andritsakis
Music Director: Aman Pant
Campaign India

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