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SUB CATEGORY :
AUDIENCE INSIGHT
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ENTRANT COMPANY :
BBDO INDIA, MUMBAI
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TITLE :
HOMETEAMS #SHARETHELOAD
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BRAND :
ARIEL INDIA
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ADVERTISER :
P&G INDIA
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AGENCY :
BBDO INDIA PVT LTD., MUMBAI
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CHAIRMAN :
JOSY PAUL
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VICE PRESIDENT - PLANNING :
NAINA MEATTLE
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CHIEF MARKETING OFFICER :
MUKTA MAHESHWARI
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CHIEF EXECUTIVE OFFICER :
SURAJA KISHORE
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CHIEF CREATIVE OFFICER :
JOSY PAUL/HEMANT SHRINGY
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CREATIVE DIRECTOR :
JOSY PAUL/HEMANT SHRINGY
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ART DIRECTOR :
GIRISH W.
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COPYWRITER :
HARSHIL SHAH
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DESIGNER :
HITESH SHAH/ANUP TONDWALKAR/VENKATESH P./
MANOJ BANKAR
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BUSINESS STRATEGY DIRECTOR :
KAIZAD PARDIWALLA
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BRAND DIRECTOR :
RITANSHU KASHYAP
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SENIOR BRAND MANAGER :
PRAGYA MALIK
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BRAND COMMUNICATIONS MANAGER :
RIA ARORA
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CLIENT SERVICE DIRECTOR :
OMAR KHAN
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ACCOUNT EXECUTIVE :
ANJALI JETHANI
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STRATEGIC PLANNER :
MADHUBONI BHATTACHARYA
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MEDIA AGENCY :
ESSENCEMEDIACOM, MUMBAI
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PR AGENCY :
ACTI MEDIA, MUMBAI
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FILM PRODUCTION COMPANY :
TIGER BABY TELLY, MUMBAI
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DIRECTOR :
AKSANKSHA SEDA
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EXECUTIVE PRODUCER :
YOSHITA BHASKAR
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POST-PRODUCTION COMPANY :
TIGER BABY FILM, MUMBAI
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PHOTOGRAPHER :
KEVIN NUNES
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CAMPAIGN SUMMARY :
CONTEXT
Over 9 years, Ariel’s #ShareTheLoad has withstood strong competition and market forces while championing against the cultural stain of gender inequality in the household.
In the 99% penetrated detergent category, our competition brand has been holding majority market share. This year, things became even harder. Competition began:
- Increasing media spends
- Offering products in formats both traditional (powder, bar) and new (liquid, pods)
- Offering a brand experience at every price point
- Doubling down on stain expertise by claiming efficacy against dried stains, which are extra stubborn
OUR OBJECTIVE
Double down on our existing equity and refresh the conversation with an eye-opening provocation that would change behaviour, thus creating social impact and beating our behemoth competition and our own previous benchmarks.
OUR INSIGHT
There are increasing opportunities outside the home for women, but household responsibilities hold women back from exploring them.
STRATEGIC IDEA
How strong is your home team? HomeTeams #ShareTheLoad
By asking men this question, we aimed to get men to take shared responsibility, accountability and equal partnership of the household.
Our integration touchpoints were chosen to emphasize different nuances of our core strategy.
Provocation: A social film to start conversations
Telling the story of a woman who declines a work-related travel opportunity due to the mental load of household work.
Conversation: A satirical, eye-opening app
Home Map app – where husbands can find things in the kitchen, laundry room, bedroom etc. without constantly calling their wives.
Delight: TV hijack to grab eyeballs by surprise
A primetime news-hour hijack where the anchor is surprised by a message from her husband to give her best at work as he has the home covered
THE RESULTS
Highest-ever households (66M) and consideration (94%); beating market share, sales growth and brand-awareness of YA, audience perception shift.
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INSIGHT :
In the larger context of women empowerment, corporates are making increasing efforts towards creating an ecosystem for women employment, e.g. DEI initiatives. But despite increasing opportunities, 63% of employable women are not part of the Indian workforce—thanks to the disproportionate load of household responsibilities on them.
Process:
Digging for hidden truths (confessions)
Deep listening (stories & conversations)
Secondary research
According to Pew Research Centre, women most often are the ones who adjust their schedules and make compromises when the needs of children and other family members collide with work.
Third-party research revealed that 75% of women find it difficult to mentally disengage from household responsibilities.
57% of women decline work-related opportunities that involve travel due to concerns about their partners' ability to manage household chores during their absence.
EMERGING TENSION: BETWEEN WOMEN’S RESPONSIBILITIES AT HOME AND OPPORTUNITIES OUTSIDE.
Insight: To make a significant impact outside the home, women need to feel confident about home chores being fully ‘covered’ by their husbands while they are away.
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STRATEGY :
Creative strategy: Drive the message that only when men and women equitably share household responsibilities can women fully realize opportunities outside the home.
By making men realise that household responsibilities hold women back from exploring opportunities outside the home, we aimed to trigger introspections and spark conversations, ultimately getting them to take up shared responsibility, accountability and equal partnership of the household.
As the crusader against cultural stains, Ariel urged men to learn the work and take on these responsibilities to relieve their wives from part of the burden, starting with doing the laundry.
Our approach:
1. Grab attention and maximise engagement of consumers and media - Trigger national-level conversation – online & inside homes
2. Convert attention into sales and penetration for the brand
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CREATIVITY IDEA :
Idea: HomeTeams #ShareTheLoad
In line with our strategy, we aimed to get men to take up shared responsibility, accountability and equal partnership of the household by bringing the concept of ‘team’ to the context of the home.
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EXECUTION :
Our campaign spread across multiple channels to reach urban Indian couples at relevant touchpoints: e.g. cinema, social media, primetime news. Each interaction was a different entry point to the message that would provoke thought in different ways.
Provocation:
Our eye-opening film tells the story of Aisha, who declines a work-related travel opportunity because she is concerned about her husband being able to manage the home while she is away, highlighting the mental load of household work.
Endline: HomeTeams #ShareTheLoad
Conversation:
Since men can easily follow maps, our tech-solution was Home Map. With Home Map, husband can find where things are kept in kitchen, laundry room, bedroom, without the constant calling to their wives. This was further amplified in on social media through comedian Atul Khatri and TV couple and influencers Shakti and Neha.
Delight:
During the prime-time news hour, the husband of an anchor takes over the news screen to surprise her with a message from home. With a reassuring message, the husband tells the wife to give her best at work as he has the home covered. The news disruption ends highlighting the mental load on women end up thinking about home duties even at work.
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RESULT :
BUSINESS
66M household count (highest-ever)—2.7MM more than YA
42% sales growth- 6 pts above YA
7.3% market share, exceeding YA
MARKETING
• 94% consideration (highest ever)- 13pts above YA
• 77% awareness - 6+ pts above YA
• Equity Attributes have grown 1-1.5pts during campaign period vs non-campaign period on “Makes me feel like I’m doing the best for me and my family” and “The brand stands for progress”
ACTIVITY
Overall impact
- 110MM+ views across platforms.
- 240MM+ earned impressions.
- Total engagement 584MM+ (65% increase vs. last campaign)
- 6.3K conversational volume (147% increase vs. last campaign)
- Activated 50+ KOLs with 236K engagement and counting (65% increase vs. last campaign)
- Campaign reached 80% of working women through sharp targeting
- Film has VTR 40% (compared to industry average of 31%)
- Sentiment split 98% positive/neutral
- Home app – 732M views, 77M engagement, 69.2M reactions, 7.5M shares, 314 comments
Perception Change:
- 82% of men feel that it’s important for their wives to have the freedom to pursue their interest and activities outside of household chores.
In 2015, 79% of men believed laundry was exclusively a woman's task. Today, this has dropped to 25%.
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