1 2
 
 
  • AWARDS :
    FINALIST
  • SUB CATEGORY :
    LOTUS ROOTS
  • COMPANY ENTERING :
    BBDO INDIA, MUMBAI
  • ENTRY TITLE :
    SHARE THE LOAD
  • BRAND :
    ARIEL MATIC
  • ADVERTISER :
    P&G INDIA
  • AGENCY :
    BBDO INDIA, MUMBAI
  • CHIEF EXECUTIVE OFFICER :
    AJAI JHALA
  • CHIEF CREATIVE OFFICER :
    JOSY PAUL
  • EXECUTIVE CREATIVE DIRECTOR :
    HEMANT SHRINGY/SANDEEP SAWANT
  • CREATIVE DIRECTOR :
    UMMA SAINI/BALAKRISHNA GAJELLI
  • COPYWRITER :
    JOSY PAUL/HEMANT SHRINGY/UMMA SAINI
  • ART DIRECTOR :
    BALAKRISHNA GAJELLI
  • GRAPHIC ARTIST :
    VENKATESH-SHANKAR/RAJEEV-SAMEET
  • ACCOUNT DIRECTOR :
    VIKRAM THURAKHIA
  • ACCOUNT MANAGER :
    SIDHESHWAR SHARMA
  • ACCOUNT EXECUTIVE :
    KUNAL MATTA
  • STRATEGIC PLANNING DIRECTOR :
    RAJAT MENDHI
  • STRATEGIC PLANNER :
    DIMPLE SHETTY
  • STUDIO MANAGER :
    HITESH SHAH
  • FILM PRODUCTION COMPANY :
    RED ICE, MUMBAI
  • DIRECTOR :
    SHIMIT AMIN
  • VIDEO DIRECTOR :
    KARAN SHARMA
  • FILM PRODUCER :
    GARY GREWAL
  • VIDEO PRODUCER :
    AJAY TIWARI
  • CULTURAL CONTEXT EXPLANATION :
    WOMEN IN INDIA HAVE TWO JOBS, ONE AT THE OFFICE AND THE OTHER AT HOME. THEY HAVE TO DO ALL THE HOUSEHOLD CHORES ALONE. SO WHILE BOTH, THE MAN AND THE WOMAN OF THE HOUSE HAVE FULL-TIME JOBS AND ARE EQUAL CONTRIBUTORS IN PAYING THE BILLS, ALL THE HOUSEHOLD CHORES ARE SOLELY THE WOMAN’S RESPONSIBILITY. THE WOMAN HAS THE COMPLETE ONUS WHEN IT COMES TO COOKING, CLEANING, LAUNDRY, TAKING CARE OF THE KIDS AND THE MAN HIMSELF. WHILE THE MAN DOESN’T EVEN MAKE HIS OWN TEA !OR WASH HIS OWN CLOTHES AS A LEADING DETERGENT BRAND IN THE COUNTRY, ARIEL DECIDED TO ADDRESS THIS ISSUE AND WASH AWAY THE CULTURAL STAIN OF GENDER INEQUITY AT HOME. AND SO WE LAUNCHED “ARIEL SHARE THE LOAD”, MAKING LAUNDRY A REPRESENTATIVE OF ALL HOUSEHOLD CHORES.
  • THE BRIEF :
    THE OBJECTIVE FOR US WAS… 1. TO GET THE ATTENTION OF AND ENGAGE WITH OUR TG: THIS WAS IMPORTANT BECAUSE OUR TG SAW THE BRAND AS ‘NOT FOR PEOPLE LIKE ME’. 2. TO DRIVE SALES OF ARIEL. THE INSIGHT BEHIND #SHARETHELOAD CAME FROM A RESEARCH STATISTIC: ‘87% OF INDIAN MEN BELIEVE LAUNDRY IS A WOMAN'S JOB’. WHAT IT POINTED US TOWARDS WAS THE INEQUALITY EMBEDDED CULTURALLY IN EACH AND EVERY INDIAN HOME… WHERE WOMEN CAN BE EQUAL CONTRIBUTORS TO THE FAMILY INCOME, BUT THE BURDEN OF HOUSEHOLD CHORES STILL LIES ON THEIR SHOULDERS. THIS INSIGHT WAS RELEVANT FOR BOTH THE TG AND THE BRAND BECAUSE THE INDIAN MALE MIND-SET THAT LAUNDRY IS A WOMAN’S JOB REPRESENTED INEQUALITY AT HOME. IN TURNING LAUNDRY INTO A SHARED JOB AND AFFECTING A MIND-SET SHIFT THROUGH #SHARETHELOAD, ARIEL FOUND ITS PURPOSE AND RELEVANCE THAT HELPED IT ACHIEVE ITS OBJECTIVES.
  • THE STRATEGY :
    87% OF INDIAN MEN BELIEVE LAUNDRY IS A WOMAN’S JOB. THIS POINTS TO AN INEQUALITY EMBEDDED CULTURALLY IN EACH AND EVERY INDIAN HOME… WHERE A MODERN URBAN WOMEN CAN BE EQUAL CONTRIBUTORS TO THE FAMILY INCOME, BUT THE BURDEN OF HOUSEHOLD CHORES STILL LIES ON THEIR SHOULDERS. THE IDEA: #SHARETHELOAD – A PROVOCATIVE SOCIAL MOVEMENT THAT EXPOSED THE INEQUALITY EMBEDDED CULTURALLY IN EACH AND EVERY INDIAN HOME. THE STRATEGY: SPARK OFF CONVERSATIONS AND DEBATE ACROSS HOMES AND THE MEDIA ABOUT GENDER INEQUALITY AT HOME TO NOT JUST DRIVE RELEVANCE OF THE BRAND, BUT ALSO CREATE A MIND-SET SHIFT IN MEN ACROSS THE COUNTRY.
  • THE EXECUTION :
    WE KICKED OFF THE MOVEMENT WITH AN AD THAT ASKED AN IMPORTANT QUESTION – ‘WHY IS LAUNDRY A WOMAN’S JOB?’ THIS PROVOCATIVE MESSAGE SPARKED A NATIONAL CONVERSATION. WE IMMEDIATELY SAW INFLUENTIAL INDIANS STEP FORWARD TO SPREAD THE MESSAGE. IN RESPONSE, ARIEL LAUNCHED THE 'HIS AND HER' PACK – THE FIRST IN THE WORLD. IN ADDITION TO THAT, AN UNEXPLORED EVERYDAY MEDIUM – CLOTHING LABELS – WERE TURNED INTO ADVOCATES FOR GENDER EQUALITY. THE BIGGEST CLOTHING BRANDS AND DESIGNERS EMBRACED IT. IN A LANDMARK MOVE, ARIEL TIED UP WITH MATRIMONIAL WEBSITES WHERE MARRIAGES ARE ARRANGED. HERE THE WILLINGNESS TO SHARE THE LOAD WAS MADE MANDATORY IN THE MATCHMAKING PROFILES. ALL OF THESE TOGETHER SPURRED CONVERSATION.
  • THE RESULT :
    THE CAMPAIGN GOT THE ATTENTION OF AND ENGAGED WITH OUR TG: •UNAIDED BRAND AWARENESS INCREASED BY 132% WITHIN THE FIRST MONTH. •THE CAMPAIGN GENERATED FREE-MEDIA WORTH USD 9.5 MILLION • OVER 1.57 MILLION MEN PLEDGED TO ‘SHARE THE LOAD’ ACROSS THE COUNTRY THROUGH MOBILE, SOCIAL MEDIA, MALL ACTIVATIONS AND PURCHASE OF ARIEL MATIC HIS& HER PACK • 1.6 BILLION FREE EARNED IMPRESSIONS •OVER 6.8MM VIEWS ON YOUTUBE FOR THE MOVEMENT VIDEO. •ON FACEBOOK, ENGAGEMENT-RATE WENT UP A RECORD 225%.