BBDO India's 'Share the Load' ad wins Grand Prix at Laadli Awards

BBDO India’s much-awarded ‘Share the Load’ campaign for Ariel was awarded the Grand Prix in advertising at the national leg of Population First’s Laadli Media and Advertising Awards for Gender Sensitivity, 2014-15. BBDO India also won the jury certificate for Parampara’s ‘Omelette Masala’, which encourages men to step into the kitchen.

The Ariel ‘Share The Load’ ad features a dad apologising to his daughter. It is based on the insight that children learn what they see, and parents end up passing down gender role stereotypes from one generation to the next. The ad acts like an eye-opener for all fathers and makes them realise that it’s never too late to make a new beginning – to ‘share the load’ at home.

The Ariel ad has resonated globally with over 48 million views across countries in under two months. By raising a mirror to the society, the ad seeks a better world where there is equality within the household, where men and women have equal responsibilities towards household chores.

The Parampara Omelette Masala ad, part of the ‘Men In Kitchen’ series, challenges the existing stereotype of women doing all the cooking at home. While highlighting the ease of cooking with the masala, it encourages men to step into the kitchen. In a light-hearted way, the ad starts a new ‘Parampara’, a new tradition.

Launched in 2007, the Laadli Media Awards honour, recognise and celebrate the efforts of those in media and advertising who highlight pressing gender concerns. A year later, UNFPA joined Population First to make it a pan India event. Five annual awards events have been held so far with over 474 awards presented across 28 States and 6 Union territories of India, covering 13 languages. Close to 208 of the most distinguished names in Advertising, Film and Media were part of our jury. Many other media icons and artists across India have supported the Laadli campaign through sponsorships and free performances.