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  • SUB CATEGORY :
    INTEGRATED LOTUS
  • COMPANY ENTERING :
    BBDO INDIA, MUMBAI
  • ENTRY TITLE :
    DADS #SHARETHELOAD
  • 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 :
    HEMANT SHRINGY
  • ACCOUNT EXECUTIVE :
    NILZA DMELLO
  • STRATEGIC PLANNING DIRECTOR :
    RAJAT MENDHI
  • STRATEGIC PLANNING MANAGER :
    MANISHA SAIN
  • AGENCY PRODUCER :
    KV KRISHNA
  • FILM PRODUCTION COMPANY :
    RED ICE FILMS, MUMBAI
  • DIRECTOR :
    SHIMIT AMIN
  • EXECUTIVE PRODUCER :
    RICHA LAL/VANDANA SINGH
  • FILM PRODUCER :
    GARY GREWAL
  • POST-PRODUCTION COMPANY :
    RED ICE FILMS, MUMBAI
  • SPECIAL EFFECTS COMPANY :
    RED ICE FILMS, MUMBAI
  • SOUND PRODUCTION COMPANY :
    RED ICE FILMS, MUMBAI
  • CAMPAIGN SUMMARY :
    ARIEL LAUNCHED #SHARETHELOAD IN 2015, A PROVOCATIVE SOCIAL MOVEMENT THAT FOCUSED NOT ON CLOTHES STAINS, BUT ON THE CULTURAL STAIN OF GENDER INEQUALITY AT HOME BY RAISING AN IMPORTANT QUESTION ‘IS LAUNDRY ONLY A WOMAN’S JOB?’ FOR 2016,
    THE BRIEF WAS TO GO DEEPER: HOW CAN ARIEL CREATE DEEPER SOCIAL CHANGE – WHERE THE PRODUCT AND THE BRAND PLAYS AN ESSENTIAL ROLE AND AS A RESULT DRIVES A DEEPER RELEVANCE FOR THE BRAND. WE KNEW 70% OF INDIAN MEN BELIEVE HOUSEHOLD CHORES ARE
    A WOMAN’S JOB. DIGGING DEEPER, WE REALIZED THE ROOT CAUSE FOR THIS WAS THE PASSING DOWN OF THIS PREJUDICE THROUGH GENERATIONS.
  • THE BRIEF :
    FOR 2016, THE CLIENT BRIEF WAS TO GO DEEPER: HOW CAN ARIEL CREATE DEEPER SOCIAL CHANGE – WHERE THE PRODUCT AND THE BRAND PLAYS AN ESSENTIAL ROLE AND AS A RESULT DRIVES A DEEPER RELEVANCE FOR THE BRAND.
  • THE STRATEGY :
    RESEARCH SHOWS THAT 71% OF CHILDREN ASK MOTHERS TO DO THE LAUNDRY. THIS LED US TO ‘DADS #SHARETHELOAD’ – A MOVEMENT FOR DEEPER SOCIAL CHANGE THAT SPOKE TO DADS BY SHINING A MIRROR AT THEIR ACTIONS, SHOWING THEM THAT THEY HAVE THE POWER TO END THE CYCLE OF GENDER INEQUALITY.
  • THE EXECUTION :
    THE MOVEMENT WAS LED BY A POIGNANT FILM ABOUT A DAD'S SELF-REALIZATION AND CONVERSION ABOUT ROLES AND RESPONSIBILITIES WITHIN THE HOME, AND ABOUT SETTING THE RIGHT EXAMPLE BY HELPING WITH LAUNDRY. ARIEL LAUNCHED THE SHARE THE LOAD PACK WITH A UNIQUE CALENDAR THAT DIVIDED THE LAUNDRY TASK BETWEEN MEN AND WOMEN EQUALLY, BY MARKING ODD DAYS FOR MEN AND EVEN DAYS FOR WOMEN TO DO THE LAUNDRY. TO TAKE THE ODD-EVEN MESSAGE TO EVERY INDIAN HOUSEHOLD, ARIEL TIED-UP WITH KALNIRNAY – THE MOST IMPORTANT CALENDAR FOR INDIANS.
  • THE RESULT :
    DADS #SHARETHELOAD CREATED A MOVEMENT THAT RESULTED IN:
    • 65 MILLION VIEWS AND COUNTING • 2 BILLION IMPRESSIONS • SO FAR OVER 2.1 MILLION MEN PLEDGED TO SHARETHE LOAD • EARNED MEDIA: $11 MILLION AND COUNTING • SALES UP BY 76% • ENGAGEMENT WENT UP 4.6 TIMES (THE HIGHEST EVER)