We made dads the center of change to end gender inequality at home by shining a mirror at their actions that propagate gender inequality down generations.

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

Ariel, India’s leading detergent brand, is championing the conversation against gender inequality at home- where women do all the household chores alone.

As part of this progressive movement, the brand created the world’s first symbol of equality at home.

The design merges three recognizable elements:

The washing machine (representing household chores and a strong connect with Ariel), and the universal symbols of woman and man.

This simple fusion creates a new symbol of equality at home: with the power to affect change.

Dads #ShareTheLoad created a movement that resulted in:

• 50 million views

• 2 Billion Impressions

• Over 2.1 million pledges

• Earned media: $11 million and counting

• Sales up by 76%

• Engagement went up 4.6 times (the highest ever)