ADVERTISING AND BOLLYWOOD, BOTH HAVE PICKED UP ON THE NEW INDIAN WOMAN; A WOMAN WHO IS STEPPING FORWARD OUTSIDE THE BOUNDS OF HER HOME; A WOMAN BOLDLY ACHIEVING HER GOALS AND DREAMS. BUT WHILE THIS MAY BE SO, THEY ALSO REFLECT THE CULTURAL AND SOCIAL NORMS AT HOMES ACROSS THE COUNTRY THAT MAKE IT THE DUTY OF EVERY WOMAN, WORKING OR NON-WORKING, TO TAKE CARE OF HOUSEHOLD CHORES. THIS STEREOTYPICAL REPRESENTATION OF WOMEN IN ADVERTISING AND BOLLYWOOD FILMS REFLECTS THE GENDER INEQUALITY EMBEDDED CULTURALLY IN EACH AND EVERY INDIAN HOME. ARIEL’S CAMPAIGN DADS #SHARETHELOAD IS SIGNIFICANT BECAUSE: -IT CHALLENGES THE NOTION THAT HOUSEHOLD WORK, TODAY, WHEN WOMEN ARE INCREASINGLY CONTRIBUTING EQUALLY TO HOUSEHOLD INCOMES, IS ONLY A WOMAN’S JOB. -IT MAKES DADS THE CENTER OF CHANGE TO END GENDER INEQUALITY AT HOME BY SHINING A MIRROR AT THEIR ACTIONS THAT PROPAGATE GENDER INEQUALITY DOWN GENERATIONS.