AWARDS :

SILVER

SUB CATEGORY :

BEST USE OF AMBIENT: SMALL SCALE

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 TURAKHIA

ACCOUNT MANAGER :

SIDHESHWAR SHARMA

ACCOUNT EXECUTIVE :

KUNAL MATTA

STRATEGIC PLANNING DIRECTOR :

RAJAT MENDHI

STRATEGIC PLANNING MANAGER :

DIMPLE SHETTY

STUDIO MANAGER :

HITESH SHAH

FILM PRODUCTION COMPANY :

RED ICE, MUMBAI

DIRECTOR :

SHIMIT AMIN

FILM PRODUCER :

GARY GREWAL

ASSOCIATE PRODUCER :

KARAN SHARMA

THE BRIEF :

ARIEL IS ONE OF THE MOST EXPENSIVE DETERGENTS IN INDIA. TO DRIVE RELEVANCE OF THE BRAND, ARIEL DECIDED TO ADDRESS THE ISSUE OF INEQUALITY AT HOME THROUGH THE LAUNCH OF #SHARETHELOAD. THE CHALLENGE FOR US WAS TO REACH OUT TO MEN AND WOMEN IN WAYS WHERE OUR MESSAGE WOULD CREATE IMPACT AS WELL AS GET TALKED ABOUT. HERE IS WHERE WE SAW THE OPPORTUNITY TO TURN AN IGNORED, BUT IMPORTANT PART OF THE GARMENT – THE WASH CARE LABEL – INTO AN ADVOCATE FOR GENDER EQUALITY AT HOME.

THE STRATEGY :

OUR TARGET-AUDIENCE WERE NEW-CUSTOMERS; WOMEN WHO DIDN’T SEE ARIEL AS A BRAND FOR THEM. ANALYSIS OF THE AUDIENCE REVEALED AN INTERESTING STATISTIC: ‘76% OF MARRIED WOMEN FEEL MEN PREFER RELAXING OVER HELPING WITH HOUSEHOLD-CHORES’. THIS POINTED TO AN 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. WITH THIS, ARIEL DECIDED TO STAND UP FOR WOMEN’S EQUALITY AT HOME WITH #SHARETHELOAD. BUT TO CREATE IMPACT FOR AND DRIVE CONVERSATION ABOUT OUR MESSAGE WE CREATED THE WORLD’S FIRST GENDER-NEUTRAL WASH CARE LABEL.

THE EXECUTION :

THE WORLD’S FIRST GENDER-NEUTRAL WASH CARE LABEL WAS INTRODUCED WITH A NEW SET OF INSTRUCTIONS -'CAN BE WASHED BY BOTH MEN AND WOMEN. WITH THIS DESIGN INNOVATION, SUDDENLY AN IGNORED PART OF THE GARMENT NOW CAUGHT ATTENTION OF THE NATION.THIS LABEL WAS EMBRACED BY LEADING CLOTHING BRANDS, MANUFACTURERS, RETAILERS AND DESIGNERS.IT ALSO GENERATED HUGE AMOUNTS OF INTEREST IN MEDIA AND SOCIAL MEDIA. 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.

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 1.57MILLION 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%. THE CAMPAIGN DROVE PREFERENCE FOR ARIEL • SALES GREW 60% VERSUS A YEAR AGO