A wife confronts her husband by taking him through the events of the day. We see the couple coming back home and wife seems to be caught up on a work call. The husband decides they say meet the new neighbours, even though the wife says she is busy.

As the new neighbours, two young men, invite them in for snacks that one of them has expertly cooked, she notices the difference in the dynamic between their relationship and hers.

She points out to her husband how the two men share the housework, the husband remarks that he too shared chores with his male roommate, back in college.

She questions her husband why men like him can share the load with other men, but not their wives. Is it because you never saw us as equals?

The film ends with a message, When we see equal, we share equal. #ShareTheLoad

It will take 135 years to achieve gender parity. It was time for uncomfortable questions and radical action.

1. In India, women are conditioned to never challenge their husband openly

2. Men don’t see women as equals:

• They have shared housework equally in the past, but only with other men or roommates they live with. With their wives, they don’t because of learnt cultural biases. (Ariel’s third-party survey)

To accelerate pace of change and drive an immediate mindset shift, Ariel’s ‘See Equal #ShareTheLoad’ Film aimed to ignite conversations. So,

1.It took a defiant stance - a new tone for the country.

2.For the 1st time in advertising it showed the wife confront her husband with a radical question – “Do you see me as equal?”.

3.It challenged the mindset of men and inspired women to break their silence and speak out.

Only when you See Equal, you #ShareTheLoad.