ADVERTISING - Integrated (Integrated Campaign)

See The Signs of 'Silent Separation' #ShareTheLoad - P&G India - Ariel India JPG
See The Signs of 'Silent Separation' #ShareTheLoad - P&G India - Ariel India MP4 1m:59s

See The Signs of 'Silent Separation' #ShareTheLoad
Brand: Ariel India
Client: P&G India
Entrant: BBDO India

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See The Signs of 'Silent Separation' #ShareTheLoad - Ariel India - P&G India

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Entry Title: See The Signs of 'Silent Separation' #ShareTheLoad
Brand: Ariel India
Client: P&G India
Entrant Company: BBDO India
Description: IDEA- See The Signs of ‘Silent Separation’ #ShareTheLoad.
We found that 81% women feel that unequal distribution of chores has affected their relationship.
CREATIVE INSIGHT: Women start withdrawing silently from relationship over time because ofunequal sharing of household chores.
In our work, we gave a name to the familiar yet unrecognized phenomenon of Silent Separation:the distance that creeps into couples’ relationships over time due to years of gendered inequality in the distribution of household chores and responsibility.

1) Coined ‘Silent Separation’ to illustrate how signs of inequality at home hurt relationships in the long-run, spread it in culture through a short-film,using social-media, cinema, print, influencers,national-TV and on-ground.
(2) For the first-time, we turned to an untapped source of influencers. We conducted a sharing session with house-helps who spoke about the signs of ‘Silent Separation’ they notice in the lives of couples whose house they work at.
(3) At a mass vow-renewal event, men went down on their knee, and committed to be equal partners.

Throughout the campaign, we called upon men to recognize the signs that this distance has materialized, and recognize their own lack of contribution towards household chores as a key cause, eventually provoking behaviour change in them.
Company Credits: BBDO India
Individual Credits: Josy Paul
Individual Credits: Suraja Kishore
Individual Credits: Hemant Shringy
Individual Credits: Kaizad Pardiwalla
Individual Credits: Naina Meattle
Individual Credits: Harshil Shah
Individual Credits: Madhuboni Bhattacharya
Individual Credits: Omar Khan
Individual Credits: Rajeev Mohite
Individual Credits: Anjali Jethani
Individual Credits: Ria Arora
Individual Credits: Sandeep Sawant
Individual Credits: Girish Wadisherla
Individual Credits: Rakesh Samal
Individual Credits: Hitesh Shah
Individual Credits: Venkatesh Pagidimarry
Individual Credits: Anup Tondwalkar
Individual Credits: Mukta Maheshwari
Individual Credits: Ritanshu Kashyap
Individual Credits: Garima Singh
Individual Credits: Pragya Mallik
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