Launched in February of 2016, Ariel India’s #ShareTheLoad campaign has garnered widespread national and international acclaim, from consumers, media, advertising & marketing industry as well as celebrities, for its impactful message of change. And now the award-winning campaign has been adjudged the top ranked campaign in the WARC 100 list for the year 2017. WARC – World Advertising Research Centre, is an online marketing intelligence service offers advertising best practice, evidence and insights to brands. Now in its 4th year, WARC 100 is an annual ranking of the world’s best marketing campaigns and companies as per their business impact and performance. It is built on a rigorous methodology, developed in consultation with Douglas West, Professor of Marketing at Kings College, London.
The conversation of inequality within the household, particularly when it comes to housework and chores is one of growing social importance for women across the country and indeed the world. As the social debate continues to evolve, a study by an independent third party revealed that 2 out of every 3 children believe that household chores are a mother’s job*, with the stereotype of gender roles being passed down from one generation to the next. This deep rooted prejudice finds itself reinforced in social conditioning, with more than 70% of men believing that laundry is ONLY their wife’s job*.
With the objective of supporting women in their debate, and bringing to surface this important social cause, Ariel India launched the award-winning film, Dads #ShareTheLoad on February 19th, 2016 and joined women in their battle towards equality within households. Powered by Ariel Matic’s 1-Wash superiority, the brand joined women in asking Dads to #ShareTheLoad, since anyone can get great laundry results with Ariel. The powerful digital film created a social storm, going viral internationally and garnering over 50 million views in just 50 days. The emotionally appealing film, received extensive support from men and women, across countries and continents, paving the way for global recognition.
Ariel India’s #ShareTheLoad was not just a campaign, it was a Movement to end the stereotype of gender roles within the home! It sparked conversations across multiple touchpoints, leading to a massive participation from consumers, with 2.1 million men pledging their support to the cause.
Speaking on this momentous win, Priyanka Goyal, Brand Manager, Fabric Care India, added, “We are delighted with the continuing reception of the movement and we are thrilled to have been recognized by an International platform like WARC. This is a testament to the message of the movement and the resonance it’s had with our consumers. We set ourselves on a mission to do good & bring change. While a lot has been achieved, Ariel India will continue to join women across the country to address gender prejudice, and we will continue to encourage more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results.”
Speaking about the win, an elated Josy Paul, Chairman, BBDO India, said, “We are thrilled to hear that our #ShareTheLoad campaign for P&G Ariel is ranked the #1 most effective campaign in the world. It feels super amazing – like we’ve won the Cricket World Cup. We’ll be dancing on the streets now to celebrate. And to be ranked the third most creative agency in the world. Wow! We’ve got a story. And we thank our amazing P&G clients for writing it with us. We did this together. We share the load. We share the win.”
Here’s a throwback to the much-spoken-about film. The film is told through the unique lens of a father as he realizes his own role in promoting gender stereotypes within the household.https://www.youtube.com/watch?v=wJukf4ifuKs
#ShareTheLoad has also won a host of other international and national awards, including the top international honors at the ‘Oscars’ of the marketing and advertising world – The Cannes Lions, by taking home an unprecedented 5 Cannes Lions (a Cannes Lion every night of the prestigious awards ceremony), the coveted Laadli Grand Prix Award, Gold Emvies and Black Dragon at Dragons of Asia.
*All claims were generated from men, women and children (ages 10 to 14) who were in agreement with the above statements as per a 4-city (542 person) survey conducted by an independent third party in Mumbai, Delhi, Bangalore and Hyderabad in January 2016