Ariel: Share the load

In 2020, P&G laundry soap Ariel continued a multi-year campaign in India that highlighted and challenged gender inequality in order to grow sales, share and preference.

Campaign details

Brand: ArielBrand owner: Procter & Gamble IndiaLead agency: BBDO India Pvt. Ltd.Contributing agency: Red Ice Films, Encompass, Ketchum, MediaComMarket: IndiaSector: Laundry productsMedia channels: Online video, Packaging & design, Publc relations, Social media, Television,Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Ariel, one of India's leading premium detergent brands, changed the conversation in the category from removing stains to removing the stains of gender inequality with '#ShareTheLoad' – a provocative social movement that challenged patriarchy. It made an impact on...

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