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Ariel India’s latest ‘Share The Load’ campaign a more defiant stand for equality

Singapore – Ariel India has launched the fifth edition of its #ShareTheLoad campaign titled ‘See Equal’. Conceptualised by BBDO India, the film raises a pertinent question: “If men can share the load equally with other men, why not with their wives?”

The film aims to be reflective of the reality of today’s times and wants to remind families that true equality is only reflected when everyone ‘shares the load’ of domestic chores. 

On one hand, the film depicts a woman who refuses to accept inequality in her marriage, and on the other, it depicts what men are capable of and shows how they are changing. The two neighbours in the film could be roommates, friends, brothers or in a relationship themselves, but irrespective of their relationship, they represent the men of today who are open to change. 

Speaking about the new campaign, Sharat Verma, CMO of P&G India, and VP of Fabric Care, P&G India, shared that this year’s communication is based on this simple insight – when men can share the load equally with other men, then why not with their wives? 

“With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #SeeEqual, we want to address years of unconscious bias and conditioning, that may be coming in the way of us all sharing the load,” said Verma. 

The first edition of the #ShareTheLoad campaign was launched in 2015, with Ariel raising the question – ‘Is laundry only a woman’s job?’ Since then, each film released every year under the campaign focuses on a specific issue within the equality movement.

In 2020, the campaign highlighted the impact of the unequal division of chores on wives’ well-being and leveraged it with men to drive an urgency to act.

Priyanka Rishi, GM & EVP of BBDO India in Mumbai, commented, “Ariel #ShareTheLoad is an urgent call to action – to uncover the most relevant context and insight that will trigger conversation to drive positive change in society. Unsurprisingly, this journey becomes personal. Every member brings their deep emotional confession and experiences to sharpen and nuance the idea. This continues through the executional leg where each action, every word, including the tone of delivery is minutely debated, discussed, and debated once more.”