India is a patriarchal society. Social-conditioning has made housework the sole responsibility of women. In 2015, Ariel, a detergent brand, made gender-equality at home its mission. Over 7 years, #ShareTheLoad created a gradual shift that nudged men towards taking-up housework.

But...

In 2021, a World-Economic-Forum report revealed a shocking truth– at the current pace of change, gender-parity is 135 years away; no woman alive will experience gender-parity.

This startling reality shaped Ariel’s brief and objectives:

1. Radically accelerate the pace of change on issues of gender-inequality at home; surpass 100 million views and get earned-media double that of the budget.

2. Affect a more immediate mindset shift in men to free women from being solely responsible for housework; Bring the number of men who believe that laundry is only a women’s job to below 30%.

3. Improve sales & awareness by 25% while bettering scores on functional and emotional equity.

BACKGROUND

Removing ‘cultural stain’ of gender inequality to build brand & business:

In a ‘stain-removal’ category, #ShareTheLoad redefined ‘purpose-led-performance’ by changing conversations surrounding laundry with a provocative question– “Is laundry only a woman’s job?”

Most successful ‘Purpose-led-performance’ campaign had a divided house:

In 2015, 79% men believed that laundry was a woman’s job, Ariel made gender equality at home its mission. Over 6 years, #ShareTheLoad created a shift, nudging men to take up housework.

Competition flexing muscle.

•Increasing SOV YOY

•Own category code of ‘stain’ with festival-specific communication

•Product innovations

•Creating conversation by casting on principles of inclusivity

CHALLENGE:

With this, how do we keep a purpose-led campaign engaging and effective after 6 successful years? Do we further our mission of ending inequality at home or adopt short-term tactics to boost sales and equity?

SOLUTION:

In a culture where wives are conditioned to obey their husband, nudge them to take a defiant stand and question double attitude of men!

“Do you see me as your equal, like you see other men in your life?.”

This stemmed from 2021 World Economic Forum report revealed a shocking truth– at the current pace of change, gender parity is 135 years away. Which means no woman alive will experience gender parity.

This reality shaped Ariel’s brief:

1.How do we radically accelerate pace of change of gender inequality at home?

2.How do we affect an immediate mindset shift in men to share the load?

3.How to better scores on functional and emotional equity and move the needle on social impact?

Social listening revealed shocking cultural bias:

•73% men shared household chores with other men.

•80% women believe their partners know household tasks but choose not to do them.

•Growing radical impatience: Women are tired of waiting for men to change. They want to see the change happen NOW and are demanding it loudly.

Media Imagery perpetuate gender stereotypes.

•Most household products’ advertising depicts women as homemakers. Men are missing. (Gender Bias & Inclusion in Advertising in India– UNICEF, 2021)

Indian women are conditioned to never challenge husband.

•Traditionally, husband is ‘Pati-Parmeshwar’ (almighty). Even today, 87% of Indians believe wife must obey husband (Pew-Study, 2022).

Cultural Insight

•Indian men share the load with other men because they consider them their equal. But the same doesn’t hold true while dealing with wives.

Idea

See Equal #ShareTheLoad

When you see equal, you share equal!

EXECUTION:

Raise the uncomfortable truth

We started with a film that had the woman take a defiant stand.

First time in Indian advertising, wife confronts her husband. Wife asks why men can share the load with other men but not with their wives. Is it because they never saw them as equals?

Next, through front page of dailies, Ariel made a public appeal to content creators & marketeers to join in representing an equal tomorrow.

Ariel turned its packs into silent voices of dissent by replacing the brand name with Indian male names.

This triggered conversations, as influencers & media spread our message.