KYOORIUS ADVERTISING AWARDS - Creativity For Good (Brand Led Campaign)

#ShareTheLoad For Equal Sleep - P&G India - Ariel JPG
#ShareTheLoad For Equal Sleep - P&G India - Ariel JPG

#ShareTheLoad For Equal Sleep - Ariel
Client: P&G India
Entrant: BBDO India

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#ShareTheLoad For Equal Sleep - Ariel - P&G India

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Entry Title: #ShareTheLoad For Equal Sleep
Brand: Ariel
Client: P&G India
Description: Ariel – one of India’s leading premium detergent brands has led the conversation on gender inequality at home with ‘#ShareTheLoad’ – a provocative social movement that challenged patriarchy. After 5 years of award-winning campaigns, Ariel faced the challenge of exceeding the success of its previous campaign by generating maximum publicity around the gender equality debate and ultimately leading to growth for the brand. Research indicated that 71*% Indian women sleep less than their husbands due to unequal division of household chores. So we launched a social movement #ShareTheload for ‘Equal sleep’- an integrated campaign including PR, ASMR and a film that highlighted this cultural truth and inspired men to act urgently. The time women spend doing household chores was evocatively expressed through the eyes of a little girl. Having garnered highest ever views (200mn) the overall impact on business was that despite category growth slowing, Ariel had grown significantly ahead.
Company Credits: BBDO India
Company Credits: Red Ice Films
Company Credits: Procter & Gamble Hygiene & Health Care
Individual Credits: Josy Paul, Chairman and Chief Creative Officer
Individual Credits: Suraja Kishore, Chief Executive Officer
Individual Credits: Hemant Shringy, Chief Creative Officer, Mumbai
Individual Credits: Karan Nair, Associate Creative Director- Copy
Individual Credits: Priyanka Rishi, GM & EVP BBDO MUMBAI
Individual Credits: Balakrishna Gajelli- Sr Creative Director
Individual Credits: Vijaykumar Vasala - Art Supervisor
Individual Credits: Omkar Raccha- Art Director
Individual Credits: Anmol Samel- Copywriter
Individual Credits: Hitesh Shah- Creative Studio Head
Individual Credits: Rajeev Mohite- Visual editor
Individual Credits: Shonali Hazari - Account Manager- client services