Ariel hit the bull’s eye once more. Its video ad in its ‘share the load’ campaign, which encourages men to help their wives with the laundry, has gone viral online.
This social media video for Ariel washing Powder was liked by Facebook’ COO Sheryl Sandberg as “one of the most powerful” she’d ever seen. The Indian ad campaign encouraged men to do their fair share of housework.
Video and social campaign “Why is laundry only a mother’s job?” encourages people to rethink gender equality at home, Features a father sad at how stereotypes and his own behaviour have contributed to his daughter’s situation.
The ad was created by BBDO India and is told from the perspective of a father who watches his career-minded daughter come home from work and clean up for her husband as he composes a letter to his daughter in his mind, the father laments how stereotypes and his own behaviour have contributed to her situation and vows to change.
The Dads #ShareTheLoad campaign encourages people to rethink gender equality at home. About 2.1 million men in India pledged to #ShareTheLoad on social media campaign
Taking the message further, Ariel has associated with women celebrities in different cities to take the question to the masses. The campaign launch saw the likes of Shilpa Shetty Kundra, Neha Dhupia, Mandira Bedi, Amala Paul asking the men if laundry is only a woman’s job. The message is also being spread through the famed Dabbawalas of Mumbai, with campaign message being displayed on their t-shirts as well as the lunch boxes they bring to the men working at offices.
According to Neilson :
- More than 2/3rds of Indian women feel there exists inequality at home, between men and women.
- 85% of working Indian women feel they have two jobs, one at work and another at home.
- 73% of married Indian women feel a man prioritizes relaxing over helping with household chores.
- More than 2/3 rds of Indian men prefer to watch TV rather than do the laundry.
- 77% of Indian men depend on women to do the laundry.
Challenge and Idea
To try and dispel the myth that n laundry is only a woman’s job, the P&G-owned brand built a social movement inviting men to #ShareTheLoad. Taking a step further, this year Ariel strived to empower the Indian woman to ensure that men set the right example that is getting carried from generation to generation declaring a clarion call for Dads to #ShareTheLoad.
Josy Paul, Chief Creative Officer, BBDO India said, “Share the Load is not just a campaign, it’s a movement for change. By raising a mirror to society, the brand is seeking a better world where there’s equality in household chores, specially laundry. We were looking for a deeper message. We felt there’s a need for a bigger story of self-examination, realization and reconciliation. We were looking for something with greater empathy and authenticity… something that more people could relate to. That was our big thing… to create greater understanding and genuine change. The movement going forward will have more elements to help drive behavioural change in the area of laundry. It’s all very exciting.”
The campaign has been designed and executed well across various mediums. Powered by the Neilson data on household stats, Ariel’s #sharetheload stands strong in terms of numbers, and coupled with the interesting association with Dabbawalas of Mumbai, it will add to a ‘high’ brand recall. Also, Ariel has ensured the buzz is kept alive on social media by leveraging celebrities active on Twitter, blogging contests and the social media savvy users by way of simple contests. Influencer outreach, blogger outreach, YouTube ads, incentivised Twitter contests are all helping drive the movement.