Background

After award winning campaigns of ‘Dads #ShareTheLoad’ & Sons #ShareTheLoad, that had impacted the thought process for millions of men the brand the percentage of men who thought laundry was only a woman’s job declined from 79**% men to 41*% in 2020. However, even today, only 35*% men contribute daily towards household chores. This was a sign that there was still a lot to be done towards making a gender equal society.

Situation and Brief

At the business front, the category of detergents was seeing a slowdown. The question from our client was inevitable – what next? Could we exceed the success of 2019 and delivery on equity and sales yet again?

Objectives

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 and empower men to #ShareTheLoad so that women are not robbed of their most basic needs- sleep.

Our insights from the audience pointed out to a fact that women where exhausted and tired doing multiple things during the day and often to make the most of her day she would be the first to wake up and last to sleep in her household.

1. FILM: First to wake up and last to sleep, the film focuses on the unaccounted time women spend doing housework from the eyes of a little girl who finds her mother missing from the bed.

2.ASMR collaboration with YouTube ASMR specialist GIBI

We took over the sensory plane to help women relax and sleep better using ASMR - a genre of videos featuring tranquil sights and sounds that massage the brain into deep relaxation.