Background

After award winning campaigns of ‘Dads #ShareTheLoad’ & Sons #ShareTheLoad, that had impacted the thought process for millions of men the brand the percentage of men who thought laundry was only a woman’s job declined from 79**% men to 41*% in 2020. However, even today, only 35*% men contribute daily towards household chores. This was a sign that there was still a lot to be done towards making a gender equal society.

Situation and Brief

At the business front, the category of detergents was seeing a slowdown. The question from our client was inevitable – what next? Could we exceed the success of 2019 and delivery on equity and sales yet again?

Objectives

1. GENERATE MAXIMUM PUBLICITY FOR ARIEL BY EVOLVING THE DEBATE ABOUT GENDER INEQUALITY IN THE HOME

2. DEEPEN ENGAGEMENT AND PARTICIPATION

3. INCREASE PREFERENCE AND GROW