Ad Campaigns
Thrive Global India teams up with Ariel for ‘Share The Load’ campaign
MUMBAI: On Women's Day 2019, Thrive Global India is partnering with P&G to amplify Ariel’s award-winning campaign of #ShareTheLoad – a movement that addresses inequality in the Indian household and encourages men and women to equally divide the household chores. This much-needed initiative compliments the mission of International Women's Day 2019 of creating a gender-balanced world, popularised as #balanceforbetter.
It is also a perfect fit for Thrive Global India’s mission to end the stress and burnout epidemic in the country, where women are expected to manage both home and office work, which can lead to increased anxiety, stress and burnout. In its latest edition of #ShareTheLoad, Ariel is asking if we are teaching our sons what we have been teaching our daughters and is urging mothers to reanalyze the way they raise their sons. Since its inception, Ariel’s campaign has helped families realize that everyone, regardless of their gender, should be equipped to share the load of household chores.
Now, Thrive Global India and Ariel are adding another layer to this much-needed conversation as they talk about “Sharing the Load for A Thriving Partnership”. Through this collaboration, Thrive Global India is helping accentuate Ariel’s message of addressing inequality in the household and to reiterate that both men and women have an equal responsibility in performing household chores like doing laundry. Through the partnership, Thrive Global India’s media platform now hosts a dedicated section, for this campaign, which provides readers curated resources across a range of digital assets to take Ariel’s movement to a newer audience.
Talking of the partnership, Thrive Global’s founder and CEO Arianna Huffington said, “Thrive and P&G’s Ariel are united in our mission to add value to consumers' lives, and I'm thrilled to extend the work we've done with P&G brands into India, which has long held a special place in my heart ever since I was a student there years ago. With #ShareTheLoad, we hope to empower couples to support each other and unlock their greatest potential in both their personal and professional lives by rejecting the unreasonable societal expectations of women that lead to stress and burnout."
Commenting on the movement, marketing director, P&G India and fabric care Sonali Dhawan, said, “Ariel India is committed towards progressing the lives of women across the country, because women are the backbone of our society. We started #ShareTheLoad movement in India back in 2015 to address the inequality that exists within Indian households. This year, we reignite conversations with the same intent, and go deeper into the cause of this disparity. In the context of right upbringing, we urge mothers to be changemakers, and raise yet another pertinent question – Are we teaching our sons what we have been teaching our daughters? If sharing the load is taught at an impressionable age, it becomes a part of their value system. Ariel believes in simplifying the lives of consumers and a happier household is one where both men and women share the load. Ariel encourages men to do their bit and take up tasks like laundry, because anyone can get the impeccable cleaning with Ariel, no matter who does the laundry.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
