Ariel has launched the latest instalment of its #ShareTheLoad campaign which began in 2015. The movement was started to address inequality in household chores.
Conceptualised by BBDO India, the film shows a telephonic conversation between a mother and her daughter. The mother is simultaneously cleaning her son's room. The son is seated on the bed watching something. The daughter has given up her employment and informs her mother about it. The mother is shocked and asks her what made her take this decision.
On getting to know that it's because of the increase in household chores, she asks her daughter whether she could split that with her husband. The girl tells her mother that her husband doesn't help because he doesn't know how to do household work. Soon after she makes that statement, she realises that her own son is in the same plight. She asks her daughter to reconsider her situation and turns her attention to her son, to get him involved with the household chores.
Sonali Dhawan, marketing director, fabric care, P&G India 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, chairman and chief creative officer, BBDO India, said, “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 recognised and awarded advertising ideas. 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 realisation 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.”
Agency: BBDO India
Chairman and chief creative officer: Josy Paul
Executive creative director: Hemant Shringy
Executive vice president: Atin Wahal
Sr. creative director - copy: Aarti Srinivasan
Sr. creative director - art: Balakrishna Gajelli
Copy supervisor: Karan Nair
Art supervisor: Vijay Kumar Vasala
Account management: Mitul Shah, Kayur Desai
Agency producer: KV Krishnam Raju
Production house: Offroad Films
Executive producer: Khalil Bachooali
Director: Gauri Shinde
Producer: Anirudh Sharma