How Ariel’s Share the Load created a series of acts, not just ads

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Ariel’s prize-killing, culture-rocking campaign to nudge Indian men to “share the load” of household chores with their partners burst into global culture via social media. For western audiences, the campaign gained traction when luminaries such as Facebook’s COO, Sheryl Sandberg, re-posted the flagship TV spot.

The message resonated far beyond India, winning a Glass Lion at Cannes in 2015, an award recognising conspicuous and frank depictions of gender dynamics in advertising. In 2017, the campaign’s continued effectiveness won it a gold in the Creative Effectiveness category, two years after release. The campaign, it turns out, has not weathered but become...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands