• SUB CATEGORY :
    EFFECTIVE LOTUS - CAMPAIGN SUCCESS
  • COMPANY ENTERING :
    BBDO INDIA, MUMBAI
  • ENTRY TITLE :
    SHARE THE LOAD
  • BRAND :
    ARIEL MATIC
  • ADVERTISER :
    P&G INDIA
  • AGENCY :
    BBDO INDIA, MUMBAI
  • VICE PRESIDENT :
    SIDDHESHWAR SHARMA
  • CHIEF EXECUTIVE OFFICER :
    AJAI JHALA
  • CHIEF CREATIVE OFFICER :
    JOSY PAUL
  • EXECUTIVE CREATIVE DIRECTOR :
    HEMANT SHRINGY/SANDEEP SAWANT
  • CREATIVE DIRECTOR :
    UMMA SAINI/BALAKRISHNA GAJELLI
  • COPYWRITER :
    HEMANT SHRINGY
  • ART DIRECTOR :
    BALAKRISHNA GAJELLI
  • ACCOUNT DIRECTOR :
    VIKRAM TURAKHIYA
  • ACCOUNT EXECUTIVE :
    KUNAL MATTA
  • STRATEGIC PLANNING DIRECTOR :
    RAJAT MENDHI
  • STRATEGIC PLANNING MANAGER :
    MANISHA SAIN/DIMPLE SHETTY
  • AGENCY PRODUCER :
    KV KRISHNA
  • STUDIO HEAD :
    HITESH SHAH
  • FILM PRODUCTION COMPANY :
    RED ICE FILMS, MUMBAI
  • DIRECTOR :
    SHIMIT AMIN
  • FILM PRODUCER :
    GARY GREWAL
  • CAMPAIGN SUMMARY :
    THIS IS A STORY OF HOW ARIEL, IN THE FACE OF COMPETITION, CREATED A NEW DEEPER RELEVANCE BY TURNING ITS BACK ON CLOTHES STAINS, AND FOCUSING ITS ATTENTION ON THE CULTURAL STAIN OF GENDER INEQUALITY AT HOME. FOR YEARS THE BRAND HAD LED INDIA'S PREMIUM DETERGENT CATEGORY WITH A FOCUS ON PRODUCT PERFORMANCE AND STAIN REMOVAL. BUT AS KEY COMPETITOR SURF BECAME MORE RELEVANT AND NEWSWORTHY TO URBAN INDIAN WOMEN WITH ITS ‘DIRT IS GOOD’ CAMPAIGN, ARIEL NEEDED TO RESPOND TO STAY ON TOP. WE KNEW OUR COMMUNICATION NEEDED TO CREATE A NEW DEEPER RELEVANCE TO DRIVE SALES ON THE BRAND BY DRIVING A NEW CONTEMPORARY CONVERSATION. BUT WE ALSO KNEW THAT APING THE COMPETITION WAS UNLIKELY TO ACHIEVE THIS. SO RATHER THAN TAKING THE FIGHT TO SURF, WE SET ABOUT FIGHTING A MORE PRESSING CULTURAL ISSUE. SHARE THE LOAD WASN’T JUST A NEW IDEA FOR THE BRAND, IT WAS A SOCIAL MOVEMENT FOR THE NATION. ONE THAT TAPPED INTO FORCES OF PROGRESS – HIDDEN, YET SEISMIC – THAT ARE DEMANDING THAT INDIAN WOMEN BE TREATED AND RESPECTED AS EQUAL TO MEN. AND IN DOING SO INCITED A FAR REACHING NATIONAL DEBATE ABOUT GENDER INEQUALITY IN THE HOME. OUR DELIVERY WAS AS PROGRESSIVE AS OUR MIND-SET. PROVOCATIVE CONTENT WAS COMPLIMENTED BY UNEXPLORED MEDIA LIKE PACKAGING, MATRIMONIAL WEBSITES AND EVEN THE FORGOTTEN WASH CARE LABEL ON CLOTHES. THE RESULT WAS THAT OUR MOVEMENT MORE THAN DELIVERED ON OBJECTIVES IT SOUGHT. AS 1.57 MILLION MEN PLEDGED TO SHARE THE LOAD, ARIEL BENEFITTED FROM USD 10 MILLION IN EARNED-MEDIA PUBLICITY. THANKS TO THE RESULTING INCREASE IN PURCHASE INTENT, ARIEL GREW VALUE AND VOLUME SALES BY 106% AND 105% RESPECTIVELY.
  • THE BRIEF :
    COMMUNICATION IN THE PREMIUM LAUNDRY DETERGENTS CATEGORY IN INDIA HAS TRADITIONALLY BEEN UNENGAGING, WITH A FOCUS ON PRODUCT PERFORMANCE AND DEMOS. HERE, ARIEL LED THE CATEGORY. THIS HOWEVER CHANGED AS ARIEL'S KEY COMPETITOR - SURF ENGAGED THE URBAN INDIAN WOMAN WITH ITS 'DAAG ACCHE HAI' CAMPAIGNS (‘DIRT IS GOOD’). WITH ITS APPROACH, SURF CREATED A NEW CONTEXT FOR THE CATEGORY MAKING THE BRAND MORE NEWSWORTHY AND RELEVANT TO THE URBAN WOMAN IN CHARGE OF LAUNDRY. (SOURCE: CLIENT DATA) TO COMBAT THIS WE NEEDED TO CHANGE OUR APPROACH: FOCUSING ON PRODUCT PERFORMANCE AND STAIN REMOVAL ALONE WASN’T GOING TO WORK. MORE SO A CONVENTIONAL ADVERTISING CAMPAIGN APPROACH WAS NOT GOING TO MOVE THE URBAN INDIAN WOMEN BECAUSE PREVIOUS SUCH CAMPAIGNS WERE NOT WORKING. AND TO MAKE MATTER’S TOUGHER, THE CLIENT WANTED TO LEAD THE INITIATIVE WITH ARIEL’S MOST EXPENSIVE DETERGENT, ARIEL MATIC FOR WASHING MACHINES. IN THIS CONTEXT, WE NEEDED TO FIND A NEW DEEPER RELEVANCE FOR ARIEL; A PURPOSE THAT WOULD GET THE ATTENTION OF AND ENGAGE THE URBAN INDIAN WOMAN IN A CONTEMPORARY CONVERSATION ABOUT LAUNDRY AND THE BRAND IN A SOCIALLY INTERESTING AND FAME GENERATING WAY TO MAKE ARIEL MORE RELEVANT AND DRIVE SALES OF ARIEL MATIC. 1.GET THE ATTENTION OF THE URBAN WOMAN •WE HAD TO DELIVER A CAMPAIGN THAT WAS SUFFICIENTLY INTERESTING I.E. A CAMPAIGN THAT WOULD INCREASE UNAIDED BRAND AWARENESS BY 20%. 2.ENGAGE THE URBAN WOMAN IN A CONVERSATION ABOUT LAUNDRY AND THE BRAND. •WE WANTED TO DOUBLE OUR ENGAGEMENT RATE ON THE ARIEL FACEBOOK PAGE, A TOUGH ASK FOR A LOW INVOLVEMENT CATEGORY LIKE LAUNDRY. 3.DRIVE RELEVANCE OF THE BRAND AND AS A RESULT SALES •INCREASE PURCHASE INTENTION BY 50% OVER THE YEAR BEFORE •AGGRESSIVELY GROW VALUE AND VOLUME SALES OF ARIEL MATIC, ARIEL’S MOST EXPENSIVE DETERGENT.
  • THE STRATEGY :
    TO DRIVE A DEEPER RELEVANCE FOR ARIEL AND SALES OF ARIEL MATIC, THE BRAND’S MOST EXPENSIVE DETERGENT, WE HAD TO EXPLORE NEW TERRITORIES AND SOCIAL CONTEXT THAT THE CATEGORY HADN’T GONE INTO BEFORE. OUR TARGET AUDIENCES WERE WOMEN BETWEEN THE AGE OF 25 AND 35 YEARS ACROSS INDIA’S TOP METROS. WE SPOKE WITH BOTH WORKING AND NON-WORKING WOMEN AND ALSO CONDUCTED A QUANTITATIVE STUDY WITH NIELSEN THAT INCLUDED THEIR HUSBANDS. WHAT WE FOUND HELPED US SHAPE OUR THINKING AND IDEA. THE CULTURAL STAIN OF GENDER INEQUALITY IS DEEP ROOTED IN URBAN INDIAN HOMES: 2/3RD OF WOMEN WE SPOKE TO SAID MEN DON’T HELP WITH HOUSEHOLD CHORES AND 3/4TH OF THEM FELT MEN PREFER RELAXING OVER HELPING WITH HOUSEHOLD CHORES (SOURCE: STUDY COMMISSIONED BY ARIEL WITH NIELSEN). THIS PROBLEM WAS ESPECIALLY ACUTE FOR WORKING WOMEN WHO WERE DOING 2 JOBS DUTIFULLY, ONE IN THE OFFICE AND THE OTHER AT HOME. THEY SPENT OVER 298 MINUTES (CLOSE TO 5 HOURS) PER DAY DOING HOUSEWORK, WHILE THEIR HUSBANDS SPENT JUST 19 MINUTES (SOURCE: OECD 2014 SURVEY). THIS POINTED US TO A DEEP ROOTED CULTURE OF GENDER INEQUALITY EMBEDDED IN URBAN INDIAN HOMES WHERE OUTSIDE THE HOME WOMEN COULD WALK SHOULDER TO SHOULDER WITH MEN; BUT AT HOME, THE BURDEN OF HOUSEWORK STILL LIES ON THEIR TIRED SHOULDERS. LAUNDRY WAS THE SYMBOL OF THE CULTURAL STAIN OF GENDER INEQUALITY AT HOME: DIGGING DEEPER INTO OUR RESEARCHES WE FOUND LAUNDRY TO BE THE ONE HOUSEWORK THAT SYMBOLIZED THE GENDER INEQUALITY AT HOME. ACCORDING TO OUR NIELSEN STUDY ‘76% OF INDIAN MEN BELIEVED LAUNDRY IS A WOMAN'S JOB’. IN CHALLENGING THE CULTURAL STAIN OF GENDER INEQUALITY AT HOME, ARIEL FINDS A HIGHER PURPOSE: ARIEL MATIC’S TOUGH STAIN REMOVAL PROMISE WAS ‘ONE WASH STAIN REMOVAL’. BUT IN THE CONTEXT OF THE CULTURAL STAIN OF GENDER INEQUALITY AT HOME, IT WAS MORE THAN THAT. IT WAS ABOUT MAKING THE JOB OF LAUNDRY SO EASY THAT ANYONE CAN DO IT, EVEN MEN. HERE IS WHERE WE BELIEVED LAY AN OPPORTUNITY FOR ARIEL. BY CHALLENGING THE CULTURAL STAIN OF GENDER INEQUALITY AT HOME, ARIEL’S DEEPER PURPOSE WAS TO LIBERATE WOMEN FROM THE OBLIGATION OF DOING LAUNDRY. THIS WE BELIEVED WAS FAR MORE MEANINGFUL TO THE URBAN INDIAN WOMAN BECAUSE WHILE SURF’S APPROACH WAS PROGRESSIVE, IT STILL POSITIONED THE URBAN INDIAN WOMAN AS THE DUTIFUL HOUSEKEEPER WHILE ARIEL PUSHED THE GENDER RAILS FURTHER. THUS WAS BORN ARIEL’S ‘SHARE THE LOAD’ - A PROVOCATIVE SOCIAL MOVEMENT BY ARIEL THAT DIDN’T FOCUS ON CLOTHES STAINS, BUT ON THE CULTURAL STAIN OF GENDER INEQUALITY AT HOME TO LIBERATE WOMEN FROM THE OBLIGATION OF DOING LAUNDRY.
  • THE EXECUTION :
    WE KNEW IN ‘#SHARETHELOAD’ WE HAD AN IDEA AND MESSAGE THAT HAD THE POWER TO GRAB ATTENTION AND MAKE THE BRAND MORE MEANINGFUL. SO WE STARTED BY RAISING AN IMPORTANT QUESTION: ‘IS LAUNDRY ONLY A WOMAN’S JOB?’ THROUGH A PROVOCATIVE VIDEO ON TV, CINEMA AND ONLINE. IT IMMEDIATELY SPARKED ONLINE CONVERSATIONS. NEXT, TO TURN THIS INTO A GENUINE NATIONAL CONVERSATION TO PUSH MEN TO SHARE THE LOAD, WE EXPLORED INNOVATIVE AND OTHERWISE UNEXPLORED MEDIA. FOR STARTERS, GENDER EQUALITY AT HOME HAD TO START WITH THE PRODUCT. SO ARIEL LAUNCHED THE ‘HIS AND HER’ PACK – A FIRST OF ITS KIND WITH INSTRUCTIONS ON HOW TO SHARE THE LOAD OF LAUNDRY. NEXT, WE REINVENTED THE MOST FORGOTTEN PART OF OUR CLOTHES – THE WASH-CARE LABEL – BY ADDING AN INSTRUCTION: ‘CAN BE WASHED BY BOTH MEN AND WOMEN’. DESIGNERS, LEADING CLOTHING BRANDS AND ONLINE-RETAILER EMBRACED THE IDEA AND CHANGED THEIR LABELS. WE ALSO TIED UP WITH LEADING MATRIMONIAL-WEBSITES WHERE MILLIONS OF MARRIAGES ARE ARRANGED TO TAKE UP THE MESSAGE OF GENDER EQUALITY BY MAKING SHARING THE LOAD OF LAUNDRY A MANDATORY REQUIREMENT WHILE SIGNING UP. TOGETHER THESE TURNED THE ISSUE OF GENDER INEQUALITY AT HOME INTO A GENUINE NATIONAL CONVERSATION.
  • THE RESULT :
    1.GET THE ATTENTION OF URBAN WOMAN IN-CHARGE OF LAUNDRY I.E. WE HAD TO DELIVER A CAMPAIGN THAT WOULD INCREASE UNAIDED BRAND AWARENESS BY 20%: WE ACHIEVED A 34% INCREASE. 2.ENGAGE URBAN WOMAN IN A CONVERSATION ABOUT LAUNDRY AND THE BRAND. OUR TARGET WAS TO DOUBLE OUR AVERAGE FACEBOOK ENGAGEMENT-RATE, A TOUGH ASK FOR A BRAND IN A LOW INVOLVEMENT CATEGORY: WE ACHIEVED 3X, THE HIGHEST EVER FOR THE BRAND (SOURCE: FACEBOOK ANALYTICS) ADDITIONALLY, #SHARETHELOAD GENERATED USD 10MILL IN EARNED MEDIA COVERAGE. (SOURCE: EARNED MEDIA TRACKING, DEVRIES) AS A RESULT, OVER 1.57MILLION MEN PLEDGED TO ‘SHARE THE LOAD’ ACROSS THE COUNTRY. (SOURCE: CLIENT DATA) 3.DRIVE RELEVANCE OF THE BRAND AND AS A RESULT SALES •WITH A TARGET TO INCREASE PURCHASE INTENTION BY 50% OVER THE YEAR BEFORE I.E. 150 INDEX: WE ACHIEVED 210 INDEX, MORE THAN DOUBLING PURCHASE INTENTION. •WE HAD TO AGGRESSIVELY GROW VALUE AND VOLUME SALES OF ARIEL MATIC, ARIEL’S MOST EXPENSIVE DETERGENT: #SHARETHELOAD MORE THAN DOUBLED ITS VALUE AND VOLUME SALES BY GROWING AN UNPRECEDENTED 106% AND 105% RESPECTIVELY. THAT’S MORE THAN 4X WHAT ARIEL’S KEY COMPETITOR GREW BY DURING THE SAME PERIOD.