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

Tags:
Ariel Commercials, Ariel Share the Load, Best Digital Campaigns, Viral Campaign, Digital, Advertising campaign

The IndIAA Awards had their second edition on September 16, 2016. Despite being fairly new, the awards were very popular in their second edition and were appreciated by all for being distinct from others. They seem like a concept that will continue for years to come.
The awards were for following categories

Automobile

The first one were TVS Jupiter with its creative tagline of “Zyada ka fayda” which presents the beautiful message that every individual thinks beyond themselves and fulfills many roles ranging from being a father or as a son or even a citizen of their country.

TVS Jupiter – Zyada ka fayda
Client : TVS Motor
Creative agency: Dentsu Communications, Bengaluru

Bajaj V – Invincible

This award was shared by Bajaj Auto’s Bajaj V Invincible where V stands for Vikrant. It was India’s first aircraft carrier that helped during the Indo­Pak War of 1971 but it was sent to scrap recently. However, Bajaj decided to use its metal and used it for its new Bajaj V Invincible bike.
The advertisement gives an emotional and patriotic touch by showing photos and videos of 1971 Indo­Pak War and playing A.R. Rehman’s legendary Vande Mataram Song. It exhibits that Vikrant is invincible and will always remain with us.

Bajaj V – Invincible
Client : Bajaj Auto
Creative agency: Leo Burnett

Consumer Electronics

The consumer Electronics category was won by Micromax for the advertisement called “Angrezipanti ko dikhao angootha”. It has a simple yet strong message that there is no language for laughter, claps or dreams. Therefore Micromax comes with 11 languages.

Micromax Unite4 – Angrezipanti ko dikhao angootha
Client : Micromax
Creative agency: Creativeland Asia

Corporate

The Corporate Category was won by Mahindra’s Seed the Rise for Indian farmers in which the famous actor Nawazuddin Siddiqui is appealing to the audience to donate for the farmers at Mahindra website, seed the rise and Mahindra will double the donation to farmers. The advertisement highlights the importance of the work that every farmer does. We tend to forget this when we see the end products in our supermarket.

Mahindra – Seed the Rise for India’s Farmers
Client : Mahindra Group
Creative Agency – Flying Cursor

Fashion and Accessories

The Fashion and accessories category was won by Titan Raga’s #BreakTheBias. The amazing advertisement uses a gender­neutral name “Kiran” in the promotion list of a company. In the beginning, the team thinks that Kiran is a woman is getting the promotion because of her gender but in the end, the stereotype is broken when Kiran turns out to be a man.

Titan Raga – Break the Bias
Client: Titan Company Ltd
Creative agency: Ogilvy & Mather

Food & Bevereges

Food and Beverages category was done by Pepsi for “Pepsi thi, pi gaya”. This is a satire on the various political movements that were seen by the country in the recent times. Right when a crowd of highly politicized students claims that they are on an indefinite strike, a student drinks Pepsi and says “Pepsi thi, pee gaya”.
With this ad, the message is that sometimes we tend to politicize everything but maybe this is the time to take a step back and take things in the lighter sense.

Pepsi – Pepsi thi, pi gaya
Client: Pepsico
Creative agency: J. Walter Thompson

Government & Ministry

The Government and Ministry category was won by Indian Army. The Indian Army Ad highlights on all the privileges and perks that a person gets by being recruited as an Army Personnel and invites more and more people to become a part of it.

Indian Army – The Most Exciting Job
Client : Indian Army
Creative agency: Grey Group India

Homecare

The Homecare Category was won by Ariel’s Dad Share the load is another very touchy ad which is trying to break the stereotype by showing how both husband and wife are equally responsible for sharing the load of household work.

Ariel – Dads Share the Load
Client : P&G India
Creative agency: BBDO India

Insurance

The Insurance category was won by Max Life. The tagline is Sachi Advice where an elder brother advises a younger brother to invest in savings. It gives an emotional touch when the younger one questions the elder brother about his own savings and he says that he never got such good advice.

Max Life – Sachchi Advice
Client : Max Life
Creative agency: Ogilvy & Mather

Personal Care

Emami won the personal care category. The advertisement again attacks extreme sexism and objectification of women in advertisements. The message says that all you need to do is respect women.

He Deo – Hai Respect Toh Spray Respect
Client: Emami
Creative agency: Leo Burnett

Telecom/IT/Internet/Apps

Vodafone won the Telecom/IT/Internet/Apps award. This advertisement also brings out the beautiful relationship of a mother and son. It also shows how Vodafone with its fast internet connection and Video call option help enhance this relationship.

Vodafone Supernet
Client: Vodafone
Creative agency: Ogilvy & Mather

Travel, Tourism and Hospitality

Travel Tourism and Hospitality was won by Rajasthan Tourism. This advertisement is simple yet it says a lot with its music and video. It shows how tourists view Rajasthan and show its natural beauty. The regional Rajasthani music adds to the beauty of the advertisement.

Rajasthan Tourism – Jaane Kya Dikh Jaye
Client : Rajasthan Tourism
Creative agency: Ogilvy & Mather

Pharma/Wellness/Healthcare

Pharma/Wellness/Healthcare Category was won by Indian Association of Palliative Care (IAPC). The most touching of all advertisements and reality for most people. Some never get to say those last words to their family members but IAPC tries their best that the last words of the patients are heard by someone and the message is conveyed. The idea is to have the most comfortable last days.

IAPC – #LastWords
Client: Indian Association of Palliative Care
Creative: Medulla Healthcare Communications

Fittings and Furniture

Fittings and Furniture category was won by Wintech. This one is a cheeky ad where some notorious kids try disturb an elderly person with his dog by burning a trail of crackers but thanks to Wintech soundproof windows, they don’t even realize it.

Wintech – Soundproof Diwali
Client: NCL Wintech
Creative agency: J. Walter Thompson

View Awards Pictures

Whisper India, has revolutionaried the way women communicate with one another about one of the most natural experiences via its numerous initiatives including #TouchThePickle and #OwnThose5Days. Whisper encourages women to defy tradition by doing what is taboo during those 5 days, breaking stereotypes and initiating a change.

If you relate to these Whisper women, share your story. Go on, tell us what you are made of #OwnThose5Days!

Are you ready to #OwnThose5Days? Get your free sample click here

We know every woman has two jobs – one at the office and one at home. She multitasks and handles both almost single handedly. It’s time to understand why. It’s time to get to the root of the issue. Is it our upbringing? Are we passing gender roles that haven’t evolved with the times? Watch this film and share your thoughts.

Read Full Story

Credits:
Campaign: #ShareTheLoad
Client: P&G
Brand: Ariel
Creative agency: BBDO India
Director: Shimit Amin
Executive creative director and writer: Hemant Shringy
Creative director: Umma Saini
Planning: Rajat Mendhi, Manisha Sain
Account management: Rohit Chatterjee, Nilza D’Mello
Chief creative officer: Josy Paul
CEO: Ajai Jhala
Agency producer: KV Krishna
Production house: Red Ice
Producer: Gary Grewal, Vandana Singh, Richa Krishna Lal

The Great Khali: Ambuja Cement

Home is a Heaven. But that wasn’t the case with the Indian born, our very own Punjabi puttar and the WWE superstar, The Great Khali. His strength was his problem and he never enjoyed living at his home. But when he builds his home with Ambuja Cement, he rediscovered the joy of living in one’s own home. Hilariously executed and hitting the right nerves for the consumers, this ad from Ambuja cement was an instant hit and created what the brand wanted the most – the top of mind recall from millions and millions of people across India. This advertisement also highlights the fact that if you can choose and use a celebrity well, the brand can go places!

Credits:
Client: Ambuja Cement
Marketing head: Vivek Deshpande
Agency: Publicis
Managing director, CCO: Bobby Pawar
ECD: Jigar Fernandes
Account management: Paritosh Srivastava, Chandan Jha
Production house: Early Man Films
Director: Ayyappa

Share the Load: P&G

Defying stereotypes that dominantly exist in the Indian society, Share the Load campaign from Ariel amplified conversations around the most obvious but rarely discussed topic – Is Laundry Only a Women’s Job? The campaign was amplified by interesting mix of TVC, digital, innovative product brochures and involving female celebrities, taking it to the next level. The brand not only owned the space around laundry but also built an emotional equity by provoking the society to talk about gender inequality and uneven distribution of domestic work.
Watch the case study and how the entire campaign was executed.

Credits:
Title: Share The Load
Agency: BBDO India
Campaign: Share The Load
Advertiser: Procter & Gamble
Brand: Ariel Matic

HP: I Like Your Soch But Love My Approach

Today’s youth has a different approach towards life. They are not always interested in following the traditional path of seeking a degree and then going for a full-time corporate job. Instead, they believe in doing things differently. The power of technology and self-motivation is driving them to take risks and attempt things differently. They are able to mend the good old ways to suit their new approach. HP India’s #BendtheRules Campaign was a celebration of a youth’s new approach and it subtly captures the new product innovation HP has introduced in its new range of tablets – a laptop that bends! How cool is that?

Credits:
Client: HP
Creative agency: BBDO India

Fevikwik Ad – Todo Nahi Jodo

If any ad in 2015 delivered its product benefit in the most amazing way, it has to be this. The ad featured in the background of a ceremonial parade at the Wagah Border, highlighted the controversial and debated topic of India-Pakistan relations. Despite being such a politically hot topic, it was delivered in a very humorous and subtle way. The ad broke during the India Pakistan match, and it can only be estimated how powerful the reach would have been! Last but the least, it gave the beautiful message of working together in a positive manner, a popular opinion, citizens of the both country believe in.
Watch this and delight yourself.

Credits:
Client: Pidilite
Creative agency: Ogilvy & Mather, Mumbai
Creative team: Piyush Pandey, Anurag Agnihotri, Nasrullah Husami, Saurabh Dixit
Account management: Vivek Verma, Vishal Bijlani
Director: Prasoon Pandey
Production House: Corcoise Films

Mauka Mauka (India Vs Pak): Star Sports

A match between India and Pakistan in a world cup is a dream run for advertisers. And for Star Sports, Mauka Mauka turned out script a new history! On 15th Feb, 2015, Pakistan was set to battle India for the 6th time in a row in a World Cup match. On all the previous 6 occasions, India was undefeated. The ad shows a generation of father-son in Pakistan tirelessly waiting to burst crackers if India loses a world cup match against their arch rivals Pakistan but that never happens. A brilliant insight, a beautifully made song and the perfect time made this ad one of the most sought after ads during the world cup season. Even after the matches, people hopped on the Internet websites to rewatch it again and again. For the cricketing world to see another terrific ad like this is almost believing like there can be another Sachin! Truly! Madly! Special!
If you missed it (you must be based in Icelan!).
If you have watched it, do it again. It never bores!

Credits:
Broadcaster: Star Sports
Gayatri Yadav, EVP marketing and communication, Star India
Agency: Bubblewrap Films

Touch the pickle: Whisper

Finally, someone, especially a brand took the bold stop of saying no to stereotypes and started an initiative associated with women and periods. Why shouldn’t women talk about their periods or hold themselves for doing things they want?
A beautiful initiative by Whisper: #TouchThePickle.

Credits:
Agency: BBDO India
Client: Whisper

Bhains ki aankh: Shop Clues

Getting surprised by commercials from Shop Clues was something you could expect in 2015. There series of films had something unconventional and idiosyncratic that you will rarely forget. Also, their approach of taking a totally different route from their competitors like flipkart or amazon definitely helped them get their message clear and aloud. And the best part, we got something rhyming and yes, again, totally unconventional like this: Ting se lekar tong, ding se lekar dong, get sab kuch on Shopclues.com.
What are you waiting for?

Credits:
Brand : Shopclues
Product Group : Is-B2c & Online Shopping
Name of Agency : Enormous Brands

#HelpaChildReach5: Lifebuoy

Millions of children die in India every year due to unhygienic infections. And it is on the mothers to ensure that they are clean and hygienic to give birth to a healthy and safe baby. That’s the pain point LifeBuoy decided to address with this real-life experiment involving Sangrahi, a to-be-mother.
We can’t say exactly why but everytime we watch this ad (and that has been plenty of times in the past year), we have tears in our eyes. Go ahead, watch it now.

Credits:
Client: Lifebuoy
Creative agency: Lowe Lintas

Bhalai Ki Supply: Tata Docomo

Insaan hi Insaan ke kaam aata hai! Taking a simple insight we encounter everyday in our lives, Tata Docomo took ahead its ‘Open Up’ proposition and connected back to its product offerings (more data, more recharge) in its “Chalu Rakho Bhalai Ki Supply”. It all connects magically! And you will believe it them.
Lend a watch.

Credits:
Client: Tata Docomo
Creative agency: Contract Advertising
Marketing head: Gurinder Singh Sandhu
Team Contact: Ashish Chakravarty, Mayur Hola, Kapil Mishra, Abhishek Chaswal, Sidhant Mago, Rupesh Sahay, Angud Bhalla, Umesh Grover, Gunjan Gaba, Nishant Saurabh, Sugato Roy
Production house: Early Man Film
Director: Ayappa
Producer: Anand Menon

Paperboat Drinks: A Paperboat Down the River of Memories

Memories. Childhood. Nostalgia. Gulzar. Malgudi Days. Need we say more? If it is about connecting emotionally, there can’t be a better recipe than all of these. Sit back and get ready to be transported to your childhood. Backed by soothing music, beautiful real life scenarios, and of course, those words from Gulzar saab, make it all to difficult to forget.

Credits:
Client: Paper Boat
Creative agency: Karishma Lintas
Production house: Lintas Productions 

Director: Rajesh Ramaswamy

Poetry and narration: Gulzar

Producer: Anil Naidu, Tulika Sodera and Nupur Nijhawan

Executive producer: Poonam Wahi
Associate producer: Anshuman Sharma
Production manager: Tufail Ahmed
Line Producer: Sathyanarayan Rao
Costume stylist: Priyanka Mundada
Art director: Dhanya Plyo
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj, Indrasish Mukherjee, Adarsh Atal, Sayan Mukherjee
Planning Agency: Omnicon
Business: Lowe Lintas

#HelpTheFarmer

An ad focussed on creating awareness about farmer suicides in India. Beautifully done! Don’t miss the catch song!

Credits:
Skymet Weather App
Campaign: #HelpTheFarmer

A video appeal to Cannes Lions Jury Members: iCongotv

This one, because we believe this industry (advertising) can make a difference. And we believe, it does, it really does. But we have to do it the right way. A powerful campaign. A personal favourite of ours! We should change things not for just 3 months of the year. But for the entire year! And a lifetime. Watch it and share your views.

Credits:
Brand : iCONGOtv

Steps into Koovs.com

The world changes for two people as they step into the world of Koovs.com. Fantasy, fiction, beautiful execution. Have a look

Internet Baby Heaven: MTS

We can’t live without Internet. Yes, we are that generation. And the way MTS used this insight to introduce us to the #InternetBaby, about to arrive in this world to #ExploitTheWeb is simply brilliant. One of the most watched videos on YouTube in the year 2015.
Watch as the baby who has just popped out his mother’s womb is exploiting the web.

Credits:
Client: MTS India
Creative agency: Creativeland Asia
Production house: Earlyman Films

Rudali: For Radio Mirchi

This breaks the clutter. Not just breaks but destroys it. Stands out of all the ads we have picked, because of the unique cultural story telling route it has taken to tell a story about the brand. And it drives home the message that Mirchi Sunne Waale Always Khush.
Hilarious. Adorable. A must watch.

Credits:
Brand : Radio Mirchi 98.3 FM
Product Group : Radio Channel Promotions
Concept Note : Radio Mirchi listeners don’t need a reason to be happy, kyonki ‘Mirchi Sunnewaale Always Khush’.

They are not allowed to step inside the temple or even touch any idol, no entering the kitchen or touching the drinking water or watering the plants, lest they pollute it with the negative energy they are emanating while on their periods. In some families, the menstruating female member is confined to a separate room, ensuring she does not come into contact with anything or anybody in the family. So deeply ingrained is this in our society, that we tend to ignore it and move on.

But women continue to suffer in their ignorance and inaction, while not having the freedom to choose better for themselves. Whisper, the sanitary napkin brand from P&G is out to restore that freedom in ‘Touch the pickle’ – a campaign designed to bust period taboos.

Whisper’s Touch The Pickle campaign, developed by P&G India and BBDO India, has won the Glass Lion Grand Prix at Cannes International Festival of Creativity.

Announcing the End of Period Taboos | #TouchThePickle

For years, we have been hearing many “Don’ts” during period days.
When you don’t let anything else stop you, why let these taboos hold you back?

My Touch The Pickle Moment

79% chemists themselves wrap sanitary pads in the newspaper!
Watch this video to find out how a girl just like you breaks free from this period taboo.