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Category
Brand Transformation
Annual ID
OS_CP17067M
About the Work
Determined to create a deeper social change, Ariel launched Dads #ShareTheLoad in 2016 by raising an important question ‘Is laundry only a mother’s job?’ It 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 then launched the Share the Load pack with an odd-even calendar that divided the laundry task equally between men and women. To take this message to every Indian household, Ariel tied-up with Kalnirnay – the most important calendar for Indians.
2017 Awards
Total Points: 5
Merit
Credits
Agency
BBDO India / Mumbai
Production Company
Red Ice Films / Mumbai
Chief Creative Officer
Josy Paul
Creative Director
Balakrishna Gajellie
Umma Saini
Director
Shimit Amin
Executive Creative Director
Hemant Shringy
Sandeep Sawant
Producer
Gary Grewal
Agency Producer
Krishna Kv
Content Strategist
Ajai Jhala
Rajat Mendhi
Manisha Sain
Nilza Dmello
Creative Team
Hitesh Shah
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