Ariel's clarion call for dads to #ShareTheLoad

The Ariel Share the Load campaign has become a voice to empower women at home. Last year, the campaign brought to light the debate of whether laundry is only a woman’s job and built a social movement inviting men to #ShareTheLoad. Taking a step further, this year Ariel will strive to empower the Indian woman of today and more importantly, the woman of tomorrow, to ensure that men set the right example that is getting carried from generation to generation declaring a clarion call for dads to #ShareTheLoad. 

The latest video of the Share the Load Campaign this year by BBDO and Ariel has hit the bull’s eye again. The video that encourages men to help their wives do the laundry has gone viral online and has been trending social media platform. Within four days of its release, the video has managed to get more than 3 million views.

Watch the new Share the Load ad here

The difference between the video last year and now is that the first one emphasised gender inequality as seen by two women, but in the current video it shows the perspective of a man, a father.

Commenting on the campaign, Josy Paul, Chief Creative Officer, BBDO India, said, “Share the Load is not just a campaign, it’s a movement for change. By raising a mirror to society, the brand is seeking a better world where there’s equality in household chores, specially laundry. We were looking for a deeper message. We felt there’s a need for a bigger story of self-examination, realisation and reconciliation. We were looking for something with greater empathy and authenticity… something that more people could relate to. That was our big thing… to create greater understanding and genuine change. The movement going forward will have more elements to help drive behavioural change in the area of laundry. It’s all very exciting.”

Campaign credits:

Client: P&G

Brand: Ariel

Creative Agency: BBDO India

Director: Shimit Amin

Executive Creative Director and Writer: Hemant Shringy

Creative Director: Umma Saini

Planning: Rajat Mendhi, Manisha Sain

Account Management: Rohit Chatterjee, Nilza D’Mello

Chief Creative Officer: Josy Paul

CEO: Ajai Jhala

Agency Producer: KV Krishna

Production House: Red Ice

Producer: Gary Grewal, Vandana Singh, Richa Krishna Lal


Also read:

Josy Paul and Rajat Mendhi, VP – Planning, BBDO Mumbai, on the creative thought process behind the campaign



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