Ariel: Share the load

This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.

Ariel: Share the load

BBDO India

Objectives

Communication in the premium laundry detergents category in India has traditionally been unengaging, with a focus on product performance and demos. Here, Ariel led the category thanks to its superior performan

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