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BBDO India wins Grand Prix at Laadli Gender Sensitivity Awards

The agency’s ‘Share the load’ campaign for Ariel won the top honour in advertising. Its 'Omelette Masala' campaign for Parampara was awarded jury certificate

BestMediaInfo Bureau | Mumbai | April 19, 2016

Ariel Click on the image to watch the Ariel 'Share the load' TVC.

BBDO India's 'Share the Load' campaign for Ariel was awarded the Grand Prix in advertising at the national leg of Population First's 'Laadli' Media and Advertising Awards for Gender Sensitivity, 2014-15. BBDO India also won the jury certificate for Parampara's 'Omelette Masala' which encourages men to step into the kitchen.

The powerful Ariel ‘Share The Load’ ad features a dad apologizing to his daughter. It is based on the insight that children learn what they see, and parents end up passing down gender role stereotypes from one generation to the next. The ad acts like an eye-opener for all fathers and makes them realize that it’s never too late to make a new beginning – to ‘share the load’ at home.

The Ariel ad has resonated globally with over 48 million views across countries in under two months. By raising a mirror to society, the ad seeks a better world where there is equality within the household where men and women have equal responsibilities towards household chores.

The Parampara Omelette Masala ad, part of the ‘Men In Kitchen’ series, challenges the existing stereotype of women doing all the cooking at home. While highlighting the ease of cooking with the masala, it encourages men to step into the kitchen. In a light-hearted way, the ad starts a new ‘Parampara’, a new tradition.

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