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  • SUB CATEGORY :
    FICTION & NON-FICTION FILM: UP TO 5 MINUTES
  • COMPANY ENTERING :
    BBDO INDIA, MUMBAI
  • TITLE :
    SEE THE SIGNS OF 'SILENT SEPARATION' #SHARETHELOAD
  • BRAND :
    ARIEL INDIA
  • ADVERTISER :
    ARIEL INDIA
  • AGENCY :
    BBDO INDIA PVT LTD., MUMBAI
  • CHAIRMAN :
    JOSY PAUL
  • CHIEF EXECUTIVE OFFICER :
    SURAJA KISHORE
  • CHIEF CREATIVE OFFICER :
    HEMANT SHRINGY/JOSY PAUL
  • EXECUTIVE CREATIVE DIRECTOR :
    SANDEEP SAWANT
  • ART DIRECTOR :
    GIRISH W.
  • COPYWRITER :
    HEMANT SHRINGY/HARSHIL SHAH
  • CREATIVE TECHNOLOGIST :
    KRISHNA KV
  • CLIENT SERVICE DIRECTOR :
    OMAR KHAN
  • SENIOR ACCOUNT EXECUTIVE :
    UDISHA MISHRA
  • ACCOUNT EXECUTIVE :
    ANJALI JETHANI
  • BUSINESS STRATEGY DIRECTOR :
    PRIYANKA RISHI/KAIZAD PARDIWALLA
  • STRATEGIC PLANNING DIRECTOR :
    NAINA MEATTLE
  • STRATEGIC PLANNER :
    MADHUBONI BHATTACHARYA
  • MEDIA AGENCY :
    ESSENCE MEDIA, MUMBAI
  • PR AGENCY :
    ACTIMEDIA, MUMBAI
  • FILM PRODUCTION COMPANY :
    RANSOM FILMS, MUMBAI
  • MANAGING DIRECTOR :
    SALIL KHURANA
  • DIRECTOR :
    SHIMIT AMIN
  • EXECUTIVE PRODUCER :
    SUHANA SHARMA
  • CAMPAIGN SUMMARY :
    In a world where household products have generally been targeted at women, Ariel has been championing gender equality in household chores for 7 years with its highly successful #ShareTheLoad campaign.
    Yet each year, we continue to aim to outdo ourselves in business, marketing and communication metrics, challenge strongly competing brands and do justice to the cause we champion.
    Each year, we go deeper to find diverse truths around gender inequality in the home, exploring themes like social conditioning to find the right story that would simultaneously hit close to home yet be eye-opening.
    This year, in the face of persistent patriarchy that ensures that domestic responsibilities still default to women, we realised that we had to raise the stakes by illustrating the serious, widespread consequences of not sharing the load not only on women, but on relationships and families.
    We found a phenomenon occurring around us: 81% women felt that unequal distribution of chores has affected their relationship, and 78% felt like withdrawing from the relationship because of unequal sharing of household chores.
    Our Idea: Make people #SeeTheSigns of Silent Separation.
    We crafted a hard-hitting film illustrating this phenomenon that we named “Silent Separation”, which showed how signs of inequality at home hurt relationships in the long run. We shared this film through social-media, cinema, print, influencers, national-TV and on-ground screenings.
    We also conducted on-ground events such as a sharing session with house-helps who spoke about their third-party observations of ‘Silent Separation’ in their employers’ homes, and a mass vow-renewal event where men went down on one knee and committed to be equal partners.
    The campaign more than succeeded in moving needles on penetration, consideration and equity, as well as generating social conversation. This year, we saw many highest scores in the campaign history.
  • CREATIVITY/IDEA/INSIGHT :
    Digging for a hidden truth:
    We wanted to find something no one is talking about. We did Deep Listening through- stories, statistics, conflicts, conversations, news and confessions.
    A Big shift:
    We found that despite divorce being largely socially unacceptable, there has been a rise in silver-divorces in India—i.e., separation after 25 years.
    We dug deeper—we talked to couples, marriage-counsellors and divorce-lawyers and immersed ourselves into third-party surveys.
    Sad irony:
    The divorce-rate is only 1%, but 65% women feel an emotional-distance from their spouse, and 92% feel that the distance has grown over time.
    Silent truth:
    In the context of household responsibilities, we found:
    •81% of women feel that unequal distribution of chores has affected their relationship
    •78% of women feel like withdrawing from the relationship because of unequal sharing of household chores
    •74% of women have given up talking about sharing housework
    Therefore,
    OUR INSIGHT:
    Women start withdrawing silently from relationship over time because of unequal sharing of household chores.
    CREATIVE STRATEGY:
    Make men realise that unequal sharing of load is negatively impacting their relationship over time.
    IDEA:
    See The Signs of ‘Silent Separation’ #ShareTheLoad
    See the signs of household gender inequality and how it hurts relationships.
  • STRATEGY :
    Demographic profile of target audience: urban Indian women aged 35-65.
    Psychographic profile:
    1.Progressive Equalizers: Questioning conventions to make this world a more equal place
    Belief: Believe that gender equality begins at home, where chores are a joint responsibility of both the husband and wife
    Identity: Want to break away from the patriarchal shackles and don’t think that women’s identity is limited to marriage and motherhood
    Space: Not just house-proud but self-made and proud of professional achievements
    Motivation: Work hard towards balancing their personal and professional lives.
    Expression: Have learnt to stand-up for themselves, vocal about their beliefs and expectations
    But this year, in the process of identifying any resistance to our message, we recognized more nuances in our TG.
    2.The Reluctant-Progressives.
    Those who believe in gender equality but ignore inequalities in their own homes.
    Those who are willing to challenge traditional gender-roles within the household but unaware of how.
    Those who need to be reminded that household chores should be shared equally.
    Our campaign aims to tell the stories that happen in these homes—everyday occurrences that speak of deeper gender bias. By showing new perspectives on relatable occurrences, small immediate change comes into the realm of possibility.
  • EXECUTION :
    1.Coined ‘Silent Separation’ to illustrate how signs of inequality at home hurt relationships in the long-run, spread it in culture through a short-film, using social-media, cinema, print, influencers, national-TV and on-ground.
    2.For the first-time, we turned to an untapped source of influencers. We conducted a sharing session with house-helps who spoke about the signs of ‘Silent Separation’ they notice in the lives of couples whose house they work at.
    3.At a mass vow-renewal event, men went down on their knee, and committed to be equal partners.
  • RESULT :
    MARKETING OBJECTIVE: Increase consideration, brand awareness and equity
    CONSIDERATION AND BRAND AWARENESS
    •Highest ever consideration at 81%
    •Increased brand-awareness scores to 71%, exceeding benchmark of 65%
    EQUITY
    •Overall equity moved to 18 points from 10 points in YA, especially in premium households.
    •Functional attributes rose: stain removal equity increasing 1.8x YA.
    •Achieved highest ever emotional equity with 56 points vs. 49 points in YA
    •Highest equity ownership of ‘Superior Clean’ in washing machine post-campaign
    •Attribute that moved the most: “the brand stands for progress and is a brand of today”
    COMMUNICATION OBJECTIVE: Maximise reach to spark conversations and change perceptions
    REACH
    •154 million views—30% more than 115 million views of YA
    •1.4 billion impressions, 0.4 billion more than benchmark.
    •More than 1600+ organic shares in the first 2 weeks of the campaign-- fastest ever.
    RECEPTION OF FILM (Ipsos metrics)
    •Brand Attention Index reached 137, exceeding the standard range of 85 to 115- People remembered the ad and unmissably connected it back to Ariel
    •80.5% engagement while watching film
    PERCEPTION CHANGE
    •90% couples agreed that doing chores together will improve their relationship.
    •In 2015, 79% men believed that laundry is only a woman’s job—it is only 26% today.
  • URL :
    https://www.youtube.com/embed/youeaZyavg0