BANG FOR THE BUCK
THE WORK
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to address the issue of inequality at
home. Most women in India have
two jobs – one at the office and the
other at home. After a hard day’s
work, they still have tons to do at
home and for years they’ve been
expected to do this alone. When
surveyed, more than 76% of married
women feel men prefer relaxing
over helping with household chores.
Women needed help from their men
but the latter weren’t accustomed or
expected to help out with household
chores. Ariel decided it was time
to address this inequality at home
and launched #ShareTheLoad.
THE STRATEGY
The campaign started by raising a
question often expressed as a lament
by women and mostly brushed off by
men―Is laundry only a woman’s job?
The brand needed to reach out to
men and women in ways that created
impact and sparked conversations.
The message was sent in ways that
they least expect: the world’s first
gender neutral wash care label.
The label was embraced by leading
clothing brands, manufacturers,
retailers and designers.
THE RESULT
Ariel Matic’s sales went up by 60%
and the #ShareTheLoad wash care
label immediately grabbed the
attention of people and media:
adobo magazine | July - August 2016
• Influential Indians came out
in support of the new wash
care label and the message of
equality at home behind it.
• Millions of men pledged
to ‘Share the Load’
across the country
• Unaided Brand Awareness
increased by 132% within
the first month.
• The campaign generated freemedia worth USD 9.5 million
• On Facebook, engagementrate went up a record 225%.
• On Twitter #ShareTheLoad
trended nationally with over
8 million impressions.
After years of doing household chores
alone, women are now getting help the
men. With some creativity, the small,
often ignored wash label made millions
of Indian men aware of how valuable
their help can be around the house
and made millions of women happy.
CREDITS
Josy Paul
Chief Creative Officer and Chairman
Ajai Jhala
CEO
Hemant Shringy
Executive Creative Di rector and
Writer
Umma Saini
Creative Director
Rajat Mendhi, Manisha Sain
Planning
Rohit Chatterjee, Nilza D’Mello
Account Management
Shimit Amin
Director
KV Krishna
Agency Producer
Red Ice
Production House
Gary Grewal, Vandana Singh, Richa
Krishna Lal
Producer