Ariel: See equal #ShareTheLoad

Laundry brand Ariel evolved its long-term Share the Load platform to directly challenge men on gender disparities in the home in India, driving brand awareness and preference among men.

Campaign details

Entrant company: BBDO INDIA, India

Why is this work relevant for Strategy & Effectiveness?

See Equal #ShareTheLoad represents a breakthrough in brand communication.

For the 1st time in the history of advertising:

  1. A brand made a confession...
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