Ariel #ShareTheLoad campaign this time focusing on sons and urging them to be more helpful to their moms

Ariel #sharetheload 2019 | best digital campaigns

P&G’s best digital campaigns for Ariel is still remembered for its most successful Ariel #ShareTheLoad campaign. No wonder it decided to bring it back with more love, so to speak. Whether it’s more endearing than the previous one, we will leave it upon you to decide.

Ariel #ShareTheLoad campaign aims to address the issue of inequality across Indian households. The first campaign was aired in 2015 with a mission to make homes happier and families merrier where everyone would share each other’s load without discrimination on the basis of gender or hollow traditions that echo narrow-minded beliefs like Ye Kaam to Ladki hai hai, woh kaam toh sirf ek mard hi kar sakta hai and so on. This time, through its campaign it’s targeting all the sons and for a good reason.

“Are we teaching our sons what we have been teaching our daughters?”

We believe that by focusing on sons and urging them to be more helpful to their moms, Ariel is laying the foundation for the much-needed principles that make a mannered man out of a disobedient and careless son. Why should moms bear all the drudgery? And, we can also notice that how Ariel is also encouraging all moms to be that change agent every household needs. In many homes, women still have to manage household tasks in spite of working the same many hours as their male counterparts. The entire load of such tasks falls on the shoulders of women. This leads them to a life of exhaustion, pain and low self-esteem affecting their careers. It’s time to give women their fair share of relaxation and affection.

Old #ShareTheLoad Campaigns by Ariel

Why is Laundry only a mother’s job? Dads #ShareTheLoad

#IsLaundryOnlyAWomansJob? #ShareTheLoad

Credits:
Brand: Procter & Gamble (P&G)
Product: Ariel
Campaign: Ariel Share the Load
Agency: BBDO India
Chairman and chief creative officer: Josy Paul
Executive creative director: Hemant Shringy
Executive vice president: Atin Wahal
Sr. creative director copy: Aarti Srinivasan
Sr. creative director art: Balakrishna Gajelli
Copy supervisor: Karan Nair
Art supervisor: Vijay Kumar Vasala
Account management: Mitul Shah, Kayur Desai
Agency producer: KV Krishnam Raju
Production house: Offroad Films
Executive producer: Khalil Bachooali
Director: Gauri Shinde
Producer: Anirudh Sharma