Share The Load
Agency: BBDO India
Advertiser: P&G India
Winner of The Asia First Award
Ariel, a detergent brand, used a strong social message to engage its Indian audience and increase brand awareness.
The campaign film 'Share the Load' worked to overthrow deep-rooted cultural views that put Indian women in charge of all household duties.
As a result, 1.57 million men pledged to 'share the load' and Ariel more than doubled value and volume sales.