Campaign details

Brand: Ariel Matic
Brand owner: Procter & Gamble India
Lead agency: BBDO India
Country: India
Industries: Laundry products
Media channels: Cinema, Online video, Other & ambient media, Outdoor, out-of-home, Packaging & design, Print - general, unspecified, Social Media, Television, Word of mouth, advocacy
Budget: 500k - 1 million

Executive summary

Sequels are notoriously difficult; be it movies or brand campaigns. They fail when the original premise is rehashed without building the overall narrative.

In 2015, Ariel brought the issue of gender inequality into public consciousness with a provocative question "Is laundry only a woman's job?" The #ShareTheLoad campaign generated immense positive attention for the brand, growing Ariel Matic's sales by 106%.

In the 2016 sequel (the focus of this case), 'Dads #ShareTheLoad' exposed how the burden of housework on women is passed down generations; taking audiences further into the heart of the issue of gender inequality to start solving the problem.