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


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 performance and stain removal claims.

This however changed with time as Ariel's key competitor - Surf engaged the urban Indian woman with its 'Daag Acche Hai' campaigns ('Dirt is Good'). With its approach, Surf created a new context for the category - laundry is no longer just about stain removal, it was about creating a playful, learning environment for your children. Over the...

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