‘Dads #ShareTheLoad’ – an social movement for deeper social change that spoke to dads by shining a mirror at their actions and showing them that they have the power to end the cycle of gender inequality in the home by sharing the load.

The movement was led by a poignant film about a dad's self-realization and conversion, and about setting the right example by helping with laundry.

As the video went viral, Ariel launched the Share the Load pack with a unique calendar that divided the laundry task between men and women equally – odd days for him, even days for her. To take the odd-even message to every Indian household, Ariel tied-up with Kalnirnay – a calendar found in almost every Indian home, a calendar that most Indians follow religiously to keep track of the good and bad days.

Another strong influencer that joined Ariel in creating positive change was Tinkle –the most popular comic book amongst Indian children. Tinkle is now committed to incorporate the share the load message in their stories with kids’ favorite characters sharing the responsibility of household chores, thus making gender equality a part of popular culture.

Dads #ShareTheLoad created a movement that resulted in:

• 50 million views and counting

• 2 Billion Impressions

• So far over 2.1 million men pledged to ShareThe Load

• Earned media: $11 million and counting

• Sales up by 76%

• Engagement went up 4.6 times (the highest ever)