Household inequality takes centrestage in Ariel’s next ad campaign

25 Jan,2019

By A Correspondent

 

Ariel has launched the third season of its #ShareTheLoad campaign. In this newly-released edition, Ariel asks: are we teaching our sons what we are teaching our daughters? Urging mothers to be the changemakers of the society and hence relook at the way they raise their sons. The film has been conceptualised by BBDO.

 

Commenting on the Movement, Sonali Dhawan, Marketing Director, P&G India, and Fabric Care said: “This year, we reignite conversations to go deeper into the cause of this disparity. In the context of right upbringing, we urge this generation of mothers to be the changemakers for the future, and raise yet another pertinent question – Are we teaching our sons what we have been teaching our daughters? If sharing the load is taught at an impressionable age, it becomes a part of their value system. As a mother of a boy and a girl, I truly believe this is possible. I also believe that with Ariel it is possible to simplify the lives of consumers and a happier household is one where both men and women share the load. Ariel encourages men to do their bit and take up tasks like laundry because anyone can get impeccable cleaning with Ariel, no matter who does the laundry.”

 

Added Josy Paul, Creative Director, BBDO: “Ariel’s #ShareTheLoad has grown into an active movement for gender equality at home. It has generated greater emotional equity for the brand and has triggered a positive change in society. It is one of India’s most recognized and awarded advertising ideas.  WARC ranked it the world’s most effective campaign for 2017 and 2018. We are excited to launch the next phase of the movement. The new campaign is based on an uncomfortable truth that’s so true for today. In the film, the mother’s realization of an unspoken social conditioning and her determined resolution is thoughtful, sensitive and a big leap for society. Her simple action gives men one more reason to share the load at home.”

 

 

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