MAM
Ariel releases #ShareTheLoad video on International ASMR Day
MUMBAI: On this International ASMR Day, Ariel India is giving men yet another reason to #ShareTheLoad of domestic tasks, and giving women a way to relax, stay calm and sleep better!
The unequal division of domestic chores has been a reality for generations. Even today, 71 per cent women sleep less than their husbands due to this inequality.
Ariel’s latest ShareTheLoad movement- #ShareTheLoad for Equal Sleep is all about impact and action. Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest. Taking the conversation further and in context of the current times, today on International ASMR Day, Ariel collaborated with American ASMR youtuber and artist GIBI ASMR to curate a #ShareTheLoad ASMR. This ASMR video is a depiction of a husband doing the laundry, the sound of which is calming for the women! Nothing is more blissful for women than the sound of some household chores being done by men and being done well! When women are assured that the household chores are being taken care of, they can relax and sleep better.
The video is of six minutes and teaches men to take up task like laundry as it is the easiest task to get started with. The Ariel #ShareTheLoad ASMR video teaches men the simple step of laundry. It serves two purposes- Men learning how to do laundry and the therapeutic and soothing sound of the chore when partners take up laundry that can help women relax or sleep better.
ASMR stands for "Autonomous Sensory Meridian Response”. It is the term for the strange, tingly sensation people get when they watch stimulating videos that could help them relax and can even cause them to fall asleep. Such videos are very popular globally and are deemed very helpful in calming down anxiety. Gibi, who has around 2.53 million subscribers on YouTube, is globally renowned for her variety of ASMR videos.
Ariel’s ASMR video in partnership with Gibi is calming and relaxing. Working from Home is enabling families to bond better and spend quality time together. Ariel’s ShareTheLoad campaign has an uncanny resemblance to the current scenario and harps on the need for equal household for happier homes.
Elated with the first of its kind laundry ASMR, P&G India and head fabric care Indian subcontinent CMO Sharat Verma said, “Ariel’s ShareTheLoad movement, which started five years back, has been sparking conversations to promote gender equality in the household by propagating the equal distribution of household chores. The message is more relevant now than ever …when the home is also an office, school and playground. Research tells us that households where partners share the load, make happier homes. It’s important that women get equal rest and sleep. Gibi’s ASMR video aims to help more and more women unwind using relaxing sounds and sights while inspiring more men to #ShareTheLoad.”
About the Ariel #ShareTheLoad ASMR, GIBI said, “Sleep can continuously be pushed down the list of people's priorities, even when it's so important to let your body rest and recover. When we compromise sleep, rest, and relaxation because of such a societal pressure to get everything done on our own, it can wear down on us not only physically, but mentally as well. I was touched by the Ariel #ShareTheLoad campaign because it's a message that I believe doesn't get looked at enough. I know how important it is in my own household that my partner and I share the load for our own mental health, and I hope this message reaches families and partnerships in India and beyond! There truly is nothing more relaxing than knowing that your partner or your family has your back — that even though there's work to be done, you can get it done together; it doesn't always have to be just you. So, my beautiful ladies in India, this one's for you! Let's sit back, relax, and let your partners take up the laundry for a change while you enjoy this ASMR video!"
Link to the video- https://youtu.be/J01nO_rYpMw
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
