The One Show
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Category
Craft / Writing
Annual ID
OS_SM17028B
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?’ In this social movement, every father was made the center of change to end gender inequality at home by shining a mirror at their actions that propagate gender inequality. 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. Garnering over 50 million views in under 15 days, it became India’s most viewed viral ad. Played on Facebook.
2017 Awards
Total Points: 10
Bronze Pencil
Credits
Agency
BBDO India / Mumbai
Production Company
Red Ice Films / Mumbai
Chief Creative Officer
Josy Paul
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
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