Ariel redefined purpose led marketing with #ShareTheload – a movement that was started against the cultural stain of patriarchy in India. The brand made gender equality at homes its mission as it believed that ‘happier homes are where men and women share the load’.

Each year we asked pertinent questions that make the audience think, introspect and act and intensified our movement to uproot patriarchy from Indian homes.

Brief.

After 5 years of award-winning - movement of Ariel #ShareTheLoad, Ariel faced the challenge of exceeding the success of its previous campaign by delivering results on gender equality and ultimately leading growth for the brand.

Objectives

We need to beat our previous campaign hence the objectives set were as follows.

1. GENERATE MAXIMUM PUBLICITY FOR ARIEL BY EVOLVING THE DEBATE ABOUT GENDER INEQUALITY IN THE HOME

2. DEEPEN ENGAGEMENT AND PARTICIPATION

3. INCREASE PREFERENCE AND GROW

#ShareTheload for Equal sleep

A social movement to inspire men to share the load of laundry and ensure that household chores do not rob women of their most basic needs – Sleep

Cultural truth

Women in India were conditioned to sacrifice sleep to be the perfect mother, wife and sole housekeeper. To make the most of every waking hour and to keep everything for her family going she is known to have imbibed the sacrifice of sleep as a part of her routine without anyone noticing it.

A survey conducted in key cities in India revealed the following data point.

Insight

71*% women in India sleep less than their husbands due of household chores.

Ariel realized that the impact of men not sharing the load is far deeper and stronger - it is stopping women from getting enough sleep.

This became the guiding insight for all our creative work.

Strategic idea

Lack of sleep is a marker of the inequality and patriarchy within households

Strategy:

Make invisible ill-effects of patriarchal conditioning visible to inspire change in behaviour among Indian men.

Implementation:

1. The film: First to wake up and last to sleep. The film is the honest account of a little girl, who notices her mom is missing at night while she is asleep and continues to notice her running around doing multiple things and ultimately leading her to fall asleep with exhaustion near the washing machine.

2. Collaboration with ASMR superstar GIBI: We took over the sensory plane to help women relax and sleep better using ASMR (Autonomous Sensory Meridian Response videos) to create the two most relaxing sounds to most Indian woman-the sounds of laundry and chores being taken care of.

Timeline

The film was launched on ‘World Sleep Day’ on 13th March 2020 and the campaign went on till 30th June 2020.

Scale:

We launched an integrated movement that comprised of TV, Digital and PR and leveraged earned and owned media.

Social Impact

• 79% men in 2015 believed laundry is a woman’s job by 2020 it was down to 41%.

• #ShareTheLoad, recognised by Sheryl Sandberg, was discussed at World Economic Forum

• 100,000 conversations (113k) highest ever

Brand Impact

• 70 % increase in preference

• 60 %increase in trust

• 45 % increase in functional equity – “ Deep Down Cleaning’

• 50 % increase in emotional equity- “ brand understand my needs”

• During STL, +10pts UBA For the premium audience, in line with our TG for the campaign

• Topped the WARC 100, for business impact in 2017 & 2018

• Gold - Creative Effectiveness Lions

Business Impact

• In 2020 Ariel Liquids grew at 161 IYA despite category slowdown

• Highest volume in 2021 H1 in P5Y despite COVID impact

• Highest mind measures in P2Y with UBA growing at +10DYA and consideration.