IT WILL TAKE 135 YEARS TO ACHIEVE GENDER PARITY. IT WAS TIME FOR UNCOMFORTABLE QUESTIONS AND RADICAL ACTION.
IN INDIA, WOMEN ARE CONDITIONED TO NEVER CHALLENGE THEIR HUSBAND OPENLY
MEN DON’T SEE WOMEN AS EQUALS:
THEY HAVE SHARED HOUSEWORK EQUALLY IN THE PAST, BUT ONLY WITH OTHER MEN OR ROOMMATES THEY LIVE WITH. WITH THEIR WIVES, THEY DON’T BECAUSE OF LEARNT CULTURAL BIASES. (ARIEL’S THIRD-PARTY SURVEY)
TO ACCELERATE PACE OF CHANGE AND DRIVE AN IMMEDIATE MINDSET SHIFT, ARIEL’S ‘SEE EQUAL #SHARETHELOAD’ FILM AIMED TO IGNITE CONVERSATIONS. SO, IT TOOK A DEFIANT STANCE - A NEW TONE FOR THE COUNTRY.
FOR THE 1ST TIME IN ADVERTISING IT SHOWED THE WIFE CONFRONT HER HUSBAND WITH A RADICAL QUESTION – “DO YOU SEE ME AS EQUAL?”.
IT CHALLENGED THE MINDSET OF MEN AND INSPIRED WOMEN TO BREAK THEIR SILENCE AND SPEAK OUT.

ONLY WHEN YOU SEE EQUAL, YOU #SHARETHELOAD.