Cannes Lions

ARIEL SHARE THE LOAD: A SOCIAL MOVEMENT TO REMOVE THE CULTURAL STAIN OF GENDER INEQUALITY

BBDO INDIA, Mumbai / PROCTER & GAMBLE / 2017

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‘Share the Load’ wasn’t just a new idea for the brand, it was a social movement for the nation that raised the issue of gender inequality in the home into the nations consciousness and guided more and more men and dads across the country to share the load of laundry to liberate women from the yok of household responsibility.

Our delivery was as progressive as our mind-set. Over the two years, with provocative and inspiring content that was complimented by unexplored media like matrimonial websites, wash care labels on clothes, India’s largest cultural calendar, children’s comic books and packaging, Ariel inspired more than 3.7 million men in total across the country to pledge to share the load of laundry.

Not just that, our movement more than delivered on the objectives it sought. It generate massive amounts of positive attention and goodwill for the brand helping Ariel grow sales of Ariel Matic, the brand’s premium detergent for washing machines by unprecedented levels year-on-year, far ahead of its competition.

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