Ariel among Ad Club NY’s 6 Brave Brands for Dads #sharetheload

Brave Brands across the world were honoured at the 14th annual ‘Stars of Madison Avenue’ event of the Advertising Club of New York on September 25, 2017. 

Among the top six winners this year, is detergent brand Ariel from P&G India for its much acclaimed ‘Dads #sharetheload’ campaign promoting gender equality. The campaign has been conceptualised by BBDO India. 

While accepting the Award in New York, Josy Paul, Chairman & Chief Creative Officer, BBDO India, said, “Content is King, but Context is King Kong. Sometimes to make something you’ve got to break something. It’s about change. And the basis of change is vulnerability. When authority breaks down, change happens. It’s a win-win situation for brands and society. Some call it bravery. But bravery is not what you start with. You start with protest and change.” 

The six campaigns recognised by the 2017 ANDYs Jury for brave work are: 

Burger King for ‘Burning Stores’

Ariel, P&G India for ‘Dads #ShareTheLoad’

Kenzo Parfums for ‘My Mutant Brain’

Klarna for ‘Smoooth’

Saltwater Brewery for ‘Edible Six-Pack Rings’

SK-II for ‘Marriage Market Takeover’


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