Brands
Ariel’s #SonsShareTheLoad is WARC’s most awarded work for media excellence
Mumbai: Ariel India’s 2019 #ShareTheLoad campaign has made it to the most awarded work for Media excellence in the WARC list for the year 2020. World Advertising Research Centre (WARC) is an online marketing intelligence service that provides an independent benchmark for excellence in creativity, media, and effectiveness.
Ariel started the #ShareTheLoad campaign in 2015 to address the inequality that exists within Indian households. As the social debate evolved, the brand continued to bring different perspectives and launched the third edition of the campaign in February 2019. The Sons #ShareTheLoad urged parents to raise the next generation as equals and teach their sons important life skills like laundry, cooking, etc. The TVC raised the pertinent question – “Are we teaching our sons what we are teaching our daughters?”
P&G India CMO & VP – fabric care Sharat Verma said, “We started off by raising a pertinent question on 'Is laundry only a woman’s job?' back in 2015. We have kept the conversation alive all these years to continue to create awareness around the issue. With Sons #ShareTheLoad, we urged parents to teach our sons what we have been teaching our daughters over decades. We will continue to leverage our brand as a force for good and make laundry the face of the change we are trying to drive across the country.”
The digital film garnered over 83 million views in partnership with Mediacom as the media partner. A mother-son fashion show was also organised in Chandigarh to drive home the message of teaching the sons of today basic household chores, where mothers sported clothes washed by their sons.
Mediacom CEO south Asia Navin Khemka said, “It’s a moment of great pride to see our work getting recognised globally. We are proud to be an ally in this social change with Ariel and P&G India, not just now but since the start of #ShareTheLoad in 2015. Together, we aim to address the inequality that exists in Indian households and continue to work in that direction even now.”
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Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
