Josy Paul & Mukta Maheshwari on 9 years of changing mindsets with Ariel #ShareTheLoad

In a world where traditional gender roles often dictate household responsibilities, Ariel India has been at the forefront of a transformative movement aimed at challenging these norms. Over the last 9 years, Ariel India, in collaboration with BBDO India, has continuously sparked conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. This initiative has not only sparked a shift in societal attitudes, but has also paved the way for greater gender equality within households.

This year, Ariel poses a pertinent question – How strong is your HomeTeam? By urging men to #ShareTheLoad, Ariel aims to foster a culture of equal ownership and accountability of household chores between husbands and wives, seamlessly integrating both the physical and mental aspects of running a household.

“The essence of Ariel’s directive has remained steadfast throughout the years – to find new reasons to encourage men to share household chores,” Josy Paul, Chairman & Chief Creative Officer, BBDO India, told Adgully. This ongoing effort has fostered a collaborative approach, emphasising contemporary issues and cultivating a sense of teamwork between partners.

Discussing the dynamics of storytelling and advertising, Paul emphasised the paradoxical nature of audience preferences. “While shorter content is favoured by the newer generation, there is also a significant audience for longer narratives, reflecting a desire for meaningful engagement,” he noted. This duality underscores the importance of storytelling in capturing audience attention and fostering deeper connections.

Mukta Maheshwari, Chief Marketing Officer, P&G India, and Vice President - Fabric Care, P&G Indian subcontinent, shed light on the evolution of the campaign and its impact on households, and said, “There has been a notable shift in mindset, with a decrease in the percentage of men believing that household chores are solely a woman’s responsibility.” Personal anecdotes, such as feeling empowered to pursue careers without sacrificing family, illustrate the tangible impact of these changes on individuals’ lives.

“At an organisational level, both BBDO and Ariel are committed to supporting gender equality through structured mentorship programs, flexible working arrangements, and maternity support,” Maheshwari added. These initiatives aim to empower women to succeed in their careers while balancing familial responsibilities, fostering a culture of inclusivity and equality within the workplace.

Paul affirmed the transformative impact of the campaign on BBDO’s organisational culture, citing the agency’s heightened sensitivity and community-oriented ethos as tangible outcomes of their work with Ariel.

From a marketing perspective, Ariel’s Share the Load campaign employs a comprehensive 360-degree approach, spanning various platforms including out-of-home, cinema, social media, and digital channels. “Digital engagement plays a crucial role in facilitating two-way dialogue and gauging the campaign’s impact effectively,” Maheshwari said.