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Category
Brand Voice
Annual ID
OS_PR20_049M
About the Work
Ariel has been leading the conversation around gender inequality at home since 2015. The #ShareTheLoad campaigns between 2015 to 17 redefined the idea of purpose-led performance in a category dominated by stain removal, fragrance and colour protection. By changing the conversation in laundry with a provocative question – “Is laundry only a woman’s job? After its sequel, ‘Dads #ShareTheLoad’ we faced yet another challenge by onslaught of innovative products focusing on stain removal by the competition, high media spends and rise of narrative on women emancipation, putting our sales under pressure. Objective: Increase the purchase intention for Ariel Matic and up the offtake (sales) value- 35% and volume- 65%, while furthering purpose of creating 'gender equality at home’. The Challenge: How do we continue to keep the brand purpose engaging & effective to deliver both equity and sales? What new truth will incite new momentum for the long running campaign?
2020 Awards
Total Points: 2
Merit
Credits
Agency
BBDO India / Mumbai
Production Company
Offroad Films / Mumbai
Art Director
Omkar Rachha
Chief Creative Officer
Josy Paul
Hemant Shringy
Creative Director
Balakrishna Gajelli
Aarti Srinivasan
Director
Gauri Shinde
Editor
Rajeev Mohite
Producer
Khalil Bachooali
Strategist
Manisha Sin
Creative Team
Sandeep Sawant
Karan Nair
Vijay Kumar Vasala
Hitesh Shah
BBDO Studio
Sudhir Pandey
Anmol Samel
Krishan Kv
Account Team
Atin Wahal
Miutl Shah
Madhavi Chinnabhandar
Related Awards
