Ariel Share The Load: A social movement to remove the cultural stain of gender inequality

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

Advertiser: P&G IndiaAgency: BBDO IndiaCountry: India


India is one of the fastest growing economies in the world. And as household incomes rise, we see more and more urban Indians investing in household appliances like microwaves and washing machines to make life at home easier.

To capture the opportunity, Ariel, a leading premium detergent brand, wanted to focus its efforts behind driving sales of its premium variant, Ariel Matic for washing machines.

Through our analysis we identified two major barriers to growth:

  1. Ariel's superiority in stain removal was category hygiene:Traditionally, success in the premium...
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