Ariel launched #ShareTheLoad in 2015, a provocative social movement that focused not on clothes stains, but on the cultural stain of gender inequality at home by raising an important question ‘Is laundry only a woman’s job?’ This brought the issue of gender inequality out of the four walls of the home to make it a national conversation.

For 2016, the client brief was to go deeper: how can Ariel create deeper social change – where the product and the brand plays an essential role and as a result drives a deeper relevance for the brand.

We knew 70% of Indian men believe household chores are a woman’s job. Digging deeper, we realized the root cause for this was the passing down of this prejudice from one generation to the next: children learning the behavior by watching their dads and growing up to imitate what they’ve seen at home.

We wanted to reach out to men and women in places where our message would create maximum impact and become a part of their everyday world.

Here in order to push men in the direction of laundry, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but is also followed by most Indians to keep track of good and bad days for travels, meetings, and important events. Through a simple addition by Ariel, every day was now made a good day to do laundry and share the load.

A new instruction was introduced- Odd days for him to do the laundry and even days for her. This simple addition of instruction helped set in action equality at home and push men in the direction of laundry.

We wanted to reach out to men and women in places where our message would create maximum impact and become a part of their everyday world.

Here in order to push men in the direction of laundry, Ariel tied-up with Kalnirnay – a calendar that is not just found in almost every Indian home, but is also followed by most Indians to keep track of good and bad days for travels, meetings, and important events. Through a simple addition by Ariel, every day was now made a good day to do laundry and share the load.

A new instruction was introduced- Odd days for him to do the laundry and even days for her. This simple addition of instruction helped set in action equality at home and push men in the direction of laundry.