Taking the conversation on #ShareTheLoad forward, Ariel India has announced its foray into the upcoming NFT space.
Recently, the brand took forward the #ShareTheLoad campaign with the fifth edition, focusing on the key message that when we #SeeEqual, we share the load.
To further amplify the conversation around equality in the division of household chores and pave the way for more authentic, accurate and equal representation in pop-culture imagery, the brand has partnered with five female Non-Fungible Token (NFT) artists to develop digital artwork based on their interpretation of the core message of #SeeEqual.
As Ariel continues to urge everyone to #SeeEqual, the brand believes in the importance of progressive imagery to challenge bias and stereotypes. It believes that authentic representation can normalise, inspire and trigger conversation.
Ariel is entering the NFT space with a twist, by creating NFTs with a purpose of advocating for equal imagery and equality in the division of household chores. Artists Vanora Vaz, Yashika Kalra, Rachna Ravi, Amoolya Bhat and Virti Jain have come together to create digital artworks that can be positive reaffirmations to inspire change and equality. (Links to handles of the artists: @vangodoodle; @orangeintentions; @yashikakalra; @rachnaravi; @amoolyabhat)
“This year with #SeeEqual, Ariel’s #ShareTheLoad movement is focused on addressing the unconscious bias that is preventing men from sharing the load equally with their partners. Inaccurate representation can prevent us from seeing equal and can further reinforce bias, whereas progressive and authentic imagery has the power to unwind years of conditioning. While we continue to do our bit to bring out more gender-neutral imagery in our advertising and packaging, the launch of these limited-edition NFT artworks is yet another attempt in the same direction. Our partnership with like-minded artists to launch this NFT collection can promote imagery that can help us #SeeEqual, both in the real and virtual worlds,” said Sharat Verma, Chief Marketing Officer, P&G India and Vice-President, Fabric Care, P&G India.
The NFTs will not be sold but will be available for NFT enthusiast to win as prizes. The contest for the same will be announced soon on the brand’s social media pages.
The digital collectibles, whether the winners keep them or trade them, could potentially trigger further conversations around equality within households. The brand also seeks to continue to partner with artists to create art that can encourage to #SeeEqual.
Ariel has been advocating for equality for last seven years with the #ShareTheLaod movement. When it was first launched in 2015, Ariel raised a very relevant question - ‘Is laundry only a woman’s job?’. With the 2016 ‘Dads Share The Load’ movement, the conversation was aimed at highlighting the prejudices that pass down from one generation to the next. In 2019, with ‘Sons ShareTheLoad’, the brand urged sons to #ShareTheLoad at home with the core question – Are we teaching our sons what we are teaching our daughters? ‘Share The Load for Equal Sleep’ in the year 2020 was all about impact and action. It highlighted the impact of the unequal division of chores on their wife’s well-being and leveraged it with men to drive an urgency to act. This year, the conversation is being carried forward by going deeper to understand what is coming in the way of equality and highlighting the impact of unconscious biases.
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