Campaign details
Agency: BBDO India
Summary
Sequels are notoriously difficult; be it movies or brand campaigns. They fail when the original premise is rehashed without building the overall narrative.
In 2015, Ariel, a premium detergent brand in India brought the issue of gender inequality into public consciousness with a provocative question "Is laundry only a woman's job?" The #ShareTheLoad campaign generated immense positive attention for the brand, growing Ariel Matic's sales by 106%.
In the 2016 sequel (the focus of this case): 'Dads #ShareTheLoad' exposed how the burden of housework on women is passed down generations; taking audiences further...