TOI partners with Ariel post its sixth edition of ‘Share the Load’ campaign

A month after Ariel launched the sixth iteration of its 'Share the Load' campaign, The Times of India collaborated with the brand to bring the marketing proposition to its publication. The newspaper's matrimonial page has been rebuilt into a section of advice and recommendations for married couples looking for a long-term connection.
Partha Sinha, president of The Times of India Group, announced the collaboration on LinkedIn in a post that contextualises the work and acknowledges the social reforms that the campaign hopes to achieve. BBDO conceptualised and executed the concept.
In 2015, P&G's Ariel took the initiative to rethink gender roles in the home. For six years, the company has attempted to expose and ambitiously rid society of unequal and unfair division of domestic responsibilities between men and women with the 'Share the Load' campaign.
The firm just launched the sixth edition of the campaign, this time emphasising the inescapable downfall of long-term partnerships that aren't established on equal efforts and participation.
The commercial shows an elderly couple who have been married for a long time but are drifting apart. The husband feels devastated because his wife has silently distanced herself from him. This situation makes him wonder if there was anything he could have done to stop this from happening. Only until his daughter adds her two cents does he grasp how different things could have been if he had 'shared the burden' with his wife, who had been shouldering the responsibility of being a working mother while taking on the domestic tasks for years.