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Ariel expands scope of its #ShareTheLoad campaign

The brand continues its gender equality movement with laundry classes for men, tie-ups with retailers, designers, and ‘Men & Women’ wash care labels

Aanchal Kohli | Mumbai | April 17, 2015


Even as gender equality remains a hotly discussed issue, Ariel India embarked on a movement in January this year that has employed innovative ways to spread the message of equality within the household, which inspires quality life and, therefore, happy homes. Titled #ShareTheLoad, the message was spread through various on ground activities, including roping in Mumbai’s iconic Dabbawallas, who helped deliver the message that laundry is not solely a woman’s job, along with the lunch boxes, to men across the city.

To support the same, Ariel released a thought provoking TVC asking ‘Is laundry only a woman’s job?’ The short and crisp film shows two elderly ladies discussing how the world has changed for women today and the progress that they have made – in terms of career, earnings, etc. Their conversation is interrupted by the son of one of the ladies, who asks his wife – who is seen busy with her office work – why she hasn’t washed his green shirt. The ad ends with the question – ‘Is laundry only a woman’s job?’ and invites viewers to #ShareTheLoad.

Watch the TVC here:

Josy Paul Josy Paul

Josy Paul, Chairman and Chief Creative Officer, BBDO, agency behind the campaign, explained, “A brand movement like #ShareTheLoad is all about building on the existing conversation in society. It is about raising the relationship between the brand and its consumers by having an engaging idea around laundry. It rejuvenates the category. Great brands like Ariel – with its heritage of perfect wash performance – have the license to lead the conversation around who does the laundry. Especially, since it removes tough stains in just one wash – no matter who does it.”

Adding further, he said, “The movement started with the film ‘Is laundry only a woman’s job?’ There’s a lot more happening around the idea: one minute laundry classes for men, a path breaking new instruction on all wash care labels – ‘can be washed by both men and women’. Shopper’s Stop, American Crew and other retailers have embraced this new label on their clothes. Designers and Bollywood stars are joining the movement. There’s more – it’s a multi-touch point, integrated movement with full consumer engagement.”

With an aim to take the thought ahead, Ariel also carried out a series of mall activations, which encouraged men to learn the process of doing the laundry and also take the wash bucket challenge.

Sharat Verma, Associate Brand Director, Fabric Care, P&G India, elaborated, “Ariel’s campaign reinforces that Indian women feel there exists an inequality between men and women when it comes to household chores. With laundry being the face of this inequality, we encourage men to share the load of laundry at home and celebrate the pride of not only doing the laundry, but also getting best stain removal in one wash.”

Continuing with the campaign, Ariel has now introduced what it is calling - Gender Neutral Wash Care labels, which will be inserted into the dresses designed by Masaba Gupta, the garments available at retail chain Shoppers Stop, and online male apparel brand American Crew.

Vinay Bhatia, Customer Care Associate & Executive Vice President- Marketing, Loyalty & Analytics, Shoppers Stop, said, “We are delighted to partner with Ariel India in the #ShareTheLoad movement. Our exclusive brands will be tagged with these wash care labels that carry the #ShareTheLoad message. We are confident that this will help to spread awareness of the movement amongst Shoppers Stop’s customers.”

Munesh Joshi, CEO, American Crew, added here, “We are delighted to partner with Ariel India in the #ShareTheLoad movement and launch this first of its kind ‘Men and Women’ wash care label. Laundry is not only a woman’s job, and we’re confident these gender-neutral, wash care labels tagged onto our brands will help spread this very important message.”

The brand is also roping in celebrity couples to highlight that household chores are not gender defined and thus, encouraging couples to share the chores. To enable more and more men to join the movement, Ariel has launched ‘His & Her’ detergent packs, which come with special instructions.


Client: P&G

Creative agency: BBDO India

Chief Creative Officer: Josy Paul

Senior Creative Director (Copy): Hemant Shringy

Senior Creative Director (Art): Sandeep Sawant

Copy Group Head: Umma Saini

Copywriters: Josy Paul, Hemant Shringy, Umma Saini

Art Director: Sandeep Sawant, Balakrishna Gajelli, Joy Agarwal

Account management: Sidheshwar Sharma, Vikram Turakhia, Kunal Matta

Planning Director: Rajat Mendhi

Production house: Red Ice Films

Film Director: Shimit Amin

Film Producer: Vandana Singh

Executive Producer: Gary Grewal

Music Director: Kabir Shah

Web Film Director: Nithin Narayan

Photographer: Mihir Kothari, Abhishek Khorgade

Production Support: Hitesh Shah, Shankar Yelugu, Venkatesh Pagidimarry, Samit Koyande, Rajeev Mohite

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