Ariel: #SeeEqual #ShareTheLoad

Ariel, a detergent brand, deployed the fifth iteration of the Share The Load campaign in 2021 to grow sales by 20%, consideration by 5% and unaided brand awareness (UBA) in India.

The marketing objective

In India Detergent Category, Surf Excel is a heritage brand & drove Equity leadership & Sales with 'daag acche hain' campaign Thus, #ShareTheLoad was introduced to drive popularity, relevance, brand consideration and purchase intent, over the years, by driving Equality in Household chores

We had to beat Surf Excel in 1/3rd of their media budget and achieve

  • 20% sales growth for the portfolio,
  • Improve UBA & Consideration by 5 pts

The target audience

Gender equality in India in recent years is widely talked about, however when it comes to practising in one's own household, we still lag...

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