Ariel India has launched the fourth edition of #ShareTheLoad.
Conceptualised by BBDO India, this year's campaign is based around a study which revealed that 71 per cent of women in India sleep less than their husbands. The reason for this being - household chores. The film highlights the impact of unequal division of chores on their wife’s well-being, and leverage this with men to drive an urgency to act.
Sharat Verma, CMO, P&G India and head, fabric care Indian Subcontinent, said, “This year, ‘#ShareTheLoad for equal sleep’ seeks to give us one more compelling reason to start sharing the load. Uneven division of household chores is getting in the way of women getting adequate sleep and rest, and hence the conversation this year is about bringing this to light to enable conversation. 71 per cent of Indian women are sleeping less than their husbands due to these household chores, as they end up waking up early and/or staying up late in order to get everything done. The film is designed to be a mirror into the daily lives of many women, in order to make this unaccounted time count. And with this, Ariel wants to move us all from intent to action by urging them to #ShareTheLaundry and take the first step towards #ShareTheLoad.”
Josy Paul, chairman and CCO, BBDO India, added, “How can Ariel as a leading brand truly create change? That was what we wanted to do with this year’s campaign for #ShareTheLoad. And hence, by steering the conversation around the impact on the women’s wellbeing when their partners don’t partake in domestic chores, we want to get men to show solidarity via action. A significant part of the film rests in the early hours or late nights, which is the time that usually goes unaccounted. It is the theatre of the after-hours. It is about making those hours count!”
CREDITS:
Agency: BBDO India
Chairman and CCO: Josy Paul
Chief executive officer: Suraja Kishore
Chief creative officer: Hemant Shringy
Associate creative director copy: Karan Nair
Sr. creative director art: Balakrishna Gajelli
Art supervisor: Vijaykumar Vasala
Art director: Omkar Raccha
Vice president: Mitul Shah
Account manager: Shonali Hazari
Agency producer: KV Krishna
Production house: Red Ice Films
Director: Shimit Amin
Executive producer: Gary Grewal
Senior producer: Vandana Singh
Producer: Vidya Muraleedharan
Music: Chris Zabriskie
Music rearranged by: Hanif Shaikh
Agency partners:
Media agency: MediaCom
On-ground and execution partner: Geometry Encompass
Digital agency: Kinnect
PR agency: Ketchum Sampark
