SINGAPORE: A campaign by BBDO India for Procter & Gamble's laundry detergent brand Ariel Matic which encouraged Indian men to share the burden of household chores has won the 2016 Grand Prix at the 2016 Warc Prize for Asian Strategy.

The Prize, now in its sixth year, received a record 204 entries from 15 countries which were whittled down to a shortlist of 34.

At an event in Singapore last night, a total of 17 campaigns were awarded seven Bronzes, five Silvers and four Golds, with five Special Awards also announced alongside the winner of the $5,000 Grand Prix. The full list of winners can be viewed on the Prize website.

Ariel's Share the Load campaign was commended by judges for disrupting its category and placing the product within a wider societal change. Judges also noted the campaign's strategic approach offered a sound philosophy and provided good space for the brand to grow in future.

The campaign was spread across online, cinema and TVCs, while celebrity endorsements, earned media outlets and campaign-specific live events carried on the conversation. As a result, the brand doubled value and volume sales, which grew 106% and 105% respectively.

"Gender empowerment is a very critical initiative that great brands should support," said Sanjeeb Chaudhuri, Global Head of Brand and Chief Marketing Officer of Standard Chartered Bank and chief judge for this year's Prize.

"Ariel's 'Share The Load' campaign brings this sensitive subject to life in a very heart-warming way. It stood out among the many brands in Asia which are getting increasingly involved with social good.

"This campaign also helped Ariel double value and volume sales, making the campaign a very deserving winner of this year's Grand Prix," he added.

Data sourced from Warc