This concern strikes a chord with many women, as research indicates that a significant portion of them decline work-related travel due to worries about their partners’ ability to handle household chores effectively. However, the campaign takes a heartening approach by showcasing how teamwork, both at home and in the workplace, can lead to greater achievements. It emphasizes that while some men may serve as catalysts for change, others simply need a gentle push to aspire to be equal partners, despite societal conditioning or lack of awareness. Overall, the campaign underscores the importance of teamwork and shared responsibility in personal and professional realms.

Credits
Agency: BBDO India
Production House: Tiger Telly
Brand: Ariel
Campaign: #ShareTheLoad

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

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