Ariel’s Sons #ShareTheLoad gathers momentum, garners 15 mn views

Ariel’s latest campaign taking forward the #ShareTheLoad movement – Sons #ShareTheLoad, which was released on January 24, 2019 has seen great traction, garnering 15 million views since its launch. The newly-released edition of #ShareTheLoad raises yet another pertinent question – Are we teaching our sons what we are teaching our daughters? The film, which urges mothers of today’s generation to raise a generation of equals, has resonated with many parents, newly married couples, and influencers. 

Carrying the movement forward, Ariel hosted a panel discussion yesterday (February 7, 2019) with over a 100 mommy bloggers and media present to discuss the prevalence of gender disparity in India and the need for Sons to Share The Load. The panel that comprised of actors Rajkummar Rao, Patralekha, Director Gauri Shinde, BBDO Head Josy Paul, and Sonali Dhawan, Marketing Director, P&G India, brought forth insightful conversations and personal anecdotes on the disparity within households, and changing times today. 

The panelists discussed the reasons for this disparity and talked about the upbringing of children. Even as daughters are being raised to be strong, independent and confident to excel in all fields, they continue to be the primary caretakers of households once they get married. This places unbalanced expectations and burdens on them, which can get in the way of their professional growth. 

Showcasing statistics revealed by a survey by an independent third party in 2018, the panel also discussed some inherent differences in the male and female approaches. 72 per cent of women believe that weekends are for grocery shopping, laundry and getting homework done, while 68 per cent of Indian men believe that weekends are for relaxation. Coming to daily household tasks like laundry, many women continue to single-handedly take responsibility of all the chores. 68 per cent of women come back from work and do laundry regularly, while for men, this number is only 35 per cent. In fact, 40 per cent of Indian men don’t know how to operate a washing machine. Further, more than half of the men agreed that they don’t do laundry as they never saw their fathers do it. With the belief that mothers have a strong empathetic point of view, the panel urged this generation of mothers to raise their children as a generation of equals. 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. 

Addressing inequality 

Commenting on the movement, Sonali Dhawan, Marketing Director, P&G India, and Fabric Care, said, “Share the Load has always sought to address the inequality within the household, by raising questions that make the viewer think, introspect and act. We have already garnered 15 million views, and that shows how the film is truly resonating with our audience. This year, we are focusing on the younger generation, who, if raised in a balanced manner, will grow up to be a generation of equals – the onus lies on our generation of parents. As a mother of a boy and a girl, I truly believe this is possible. #ShareTheLoad is not just a regular campaign, it’s a movement for social change, where men and women have equal responsibilities, and equal ownership of chores. Laundry is almost the face of the change we are trying to drive across the country. Because with Ariel, it’s so simple to do laundry that there’s no reason for anyone to not share the load!” 

Josy Paul, Chairman & Chief Creative Officer, BBDO, commented, “We are thrilled to be here to celebrate the early success of Ariel’s Sons #ShareTheLoad. The latest figures suggest that India has given a thumbs-up to the film and its transformational message. We believe there’s more to be done. Along with Ariel, we commit to drive this social change with thoughtful actions that will help mothers raise a generation of sons who grow up to be equal partners. The statistics reveal that there is a definite change happening in society and as the creative agency of the movement, we will ensure we continue to trigger further realisation.” 

Supporting the #ShareTheLoad movement, actor Rajkummar Rao said, “The Sons #ShareTheLoad film really resonated with me. With this latest ad, Ariel has not just raised an issue, but has also provided a pathway so that we can move society to a more equal tomorrow. My mother always raised me to be an equal – starting with sharing to-do lists with my sister at home as kids. I thank my mother for having set the right example for me, and for ensuring I can stand her proudly today to set an example. And this has always driven me to ensure that my relationship with Patralekhaa is that of equals, inside the home and outside of it! Thank you, Ma, for making sure that your son knew how to #ShareTheLoad!” 

“Raj is an amazing partner, he inherently believes in sharing the load and has proved that time and again throughout our relationship. He believes, says, and demonstrates that we are truly equal partners – that we are in it together and we have balanced roles to play. But, partners like Raj shouldn’t be exceptions, they should be the norm. #SharingTheLoad should be the norm. I am glad Ariel has continued to drive this conversation, as we can already see change!” added actor Patralekhaa. 

Gauri Shinde, Director of the Sons #ShareTheLoad film, added here, “The #ShareTheLoad movement is the need of the hour. This is a conversation that needs to be an ongoing one to make a visible difference in the gender disparity we see in society. I am aligned to Ariel’s vision of a progressive future and happier households where both men and women share the load. So, with this film we have underlined the role for this generation’s mothers in raising their sons like they have been raising their daughters.” 

The genesis of the movement 

Ariel #ShareTheLoad movement started in India to address the household inequality that exists in our society. In 2015, Ariel raised a very relevant question – ‘Is laundry only a woman’s job?’ to draw attention to the uneven distribution of domestic chores. With the 2016 ‘Dads Share The Load’ movement, the conversation was aimed at unearthing the reason for the disparity, which is the cycle of prejudice passed down from one generation to the next. The movement has had a significant impact over the years, with more men sharing the load than ever before. In 2015, 79 per cent* men thought household chores are a women’s job. In 2016, 63 per cent* men thought household chores are a woman’s/ daughter’s job and ‘outside’ work is man’s/ son’s job. In 2018, this number has reduced to 52 per cent*. Despite progress, more work is still to be done. Towards this, #ShareTheLoad recently launched the third leg of the movement with Sons #ShareTheLoad because, with Ariel, laundry becomes the easiest chore to start sharing the load with. 

Sons #ShareTheLoad 2019 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. 

With laundry at its center, Ariel’s new communication shows a mother teaching her son to do laundry. Making laundry the face of the movement against this inequality that exists in Indian households, Ariel India with its latest campaign wants mothers to raise a whole new generation of sons who know how to #ShareTheLoad. Because when the sons of today become husbands of tomorrow, they should be equipped to share the load. 

Watch the films:
Season 1
Season 2
Season 3

Campaign Credits: 

Chairman & Chief Creative Officer: Josy Paul

Executive Creative Director: Hemant Shringy

Executive Vice President: Atin Wahal

Senior Creative Director Copy: Aarti Srinivasan

Senior Creative Director Art: Balakrishna Gajelli

Copy Supervisor: Karan Nair

Art Supervisor: Vijay Kumar Vasala

Account Planning: Manisha Sain

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 

About the survey 

For 2018: Survey conducted by Nielsen with a total of 897 respondents with Males and Females, Married, Between 25-48 years in Mumbai, Delhi, Bangalore Chennai in June 2018 

For 2016: All claims were generated from men, women, and children (ages 10 to 14) who were in agreement with the above statements as per a 4-city (542 people) survey conducted by an independent third party in Mumbai, Delhi, Bangalore and Hyderabad in January 2016 

For 2015: Claims generated from men and women who were in agreement with the above statements as per a 5-city (1000 person) survey conducted by AC Nielsen in Mumbai, Delhi, Chennai, Hyderabad & Bangalore, in November 2014.