Ariel India: #Share the Load - Is laundry only a woman's job?

This case study discusses a campaign for Ariel, a laundry brand, that challenged traditional Indian gender sterotypes.

Ariel India: #Share the Load – Is laundry only a woman's job?

Agency: Mediacom Communications, IndiaClient: P&G India

Summary

In India, doing laundry is considered to be a woman's job. Ariel challenged this norm by asking the country – Is Laundry only a woman's job? This brought the debate of equality to the fore, Men came ahead and pledged to contribute to household chores. To support this concept, Ariel launched a new pack, (with detailed instructions) with which even men could do laundry. The brand received support from leading Film Celebrities and Cricketers who drove these conversations...

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