P&G India, Ariel Matic: Dads #ShareTheLoad

This case study looks at how Ariel, a laundry detergent brand, created the 'Dads #ShareTheLoad' campaign in India to bring the issue of gender inequality into public consciousness, generating immense positive attention.

Campaign details

Agency: BBDO India


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...

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