The One Show
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Category
Integrated Campaign
Annual ID
OS23_IG019B
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.
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
Bronze Pencil
Credits
Agency
BBDO India / Mumbai
Client / Brand
Procter & Gamble / Mumbai
Art Director
Balakrishna Gajelli
Rakesh Samal
Chief Creative Officer
Hemant Shringy
Josy Paul
Creative Director
Karan Nair
Director
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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