The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Integrated

See Equal #ShareTheLoad

Agency BBDO India / Mumbai + Procter & Gamble / Mumbai

Client P&G India / Ariel


Integrated Campaign

Annual ID


About the Work

Our target audience were urban households across India. Via secondary research, ethnographic studies, social listening, lived experiences and third party surveys, we uncovered the following unsettling truths: 1. When it comes to housework, Indian men don’t see their wives as equals. 2. Advertisers, content creators and media partners perpetuate gender stereotypes. 3. In India women are conditioned to never challenge their husband openly. 4. At the current pace of change, gender parity will take 135 years. In the face of these truths, to accelerate the pace of change and drive an immediate mindset, we had a multi-pronged approach aimed at igniting conversations and correcting imagery: A. Grab attention and maximise engagement of influencers, media and consumers • Trigger national conversation – online and inside homes – with men about their bias and inaction towards sharing housework equally. • Influence content creators & marketeers. B. Convert the attention to trial and sales of Ariel In India women are conditioned to never challenge their husbands. Traditionally, the husband is called ‘Pati-Parmeshwar’ (husband-almighty). Even today, 87% of Indians believe a wife must obey her husband (Pew Study, 2022). Challenging him is a distant dream. In this context, to accelerate the pace of change and drive a sharper mindset shift, Ariel’s ‘See Equal #ShareTheLoad’ is significant for 3 reasons: 1. It takes a defiant stance and a new tone for the country – a significant departure from previous #ShareTheLoad campaigns 2. It challenges the mindset of men and inspires women to break their silence and speak out. 3. Invites collaboration with other brands and content creators and asks them to join Ariel in creating a more equal tomorrow.

2023 Awards

Total Points: 9



BBDO India / Mumbai

Client / Brand

Procter & Gamble / Mumbai

Chief Creative Officer

Hemant Shringy
Josy Paul

Creative Director

Karan Nair


Shimit Amin

Executive Creative Director

Sandeep Sawant

Executive Producer

Suhana Sharma

Graphic Designer

Manoj Bankar

Chief Executive Officer

Suraja Kishore

Account Manager

Varun Shah

Chief Marketing Officer; VP & Business Head - Fabric Care

Sharat Verma

Client Services Director

Omar Khan

Group Head - Copy

Harshil Shah

Senior Brand Director - Fabric Care

Enakshee Deva
Ganesh Shankar

Senior Graphic Designer

Venkatesh Pagidimarry

Studio Head

Hitesh Shah

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