Ad Campaigns
Ariel India’s campaign – sons #ShareTheLoad garners praise from FB CEO Sheryl Sandberg
MUMBAI: The latest film released by Ariel India as part of the #ShareTheLoad movement, which has started a relevant conversation of raising both sons and daughters equally, has garnered over 20 million views already. Also, it has garnered praise from many women across India and the globe including chief operating officer of Facebook and founder of Leanin.org Sheryl Sandberg.
Endorsing the thought Sheryl Sandberg recently said, “We teach our daughters to stand on their own feet. But we don’t teach our sons to lend a hand. This is such a powerful ad about how stereotypes get passed on from generation to generation – but now we have the opportunity to change that.”
Supporting the film on her Facebook page, she added, “Thank you Ariel India and P&G for showing her that a more equal world would be a better world for all of us.”
Aiming to address the imbalance when it comes to household chores and the subsequent consequence of many women having to compromise on their aspirations, Ariel India urges this generation of mothers to raise their children as a generation of equals who #ShareTheLoad. The movement is gaining a massive support from celebrities across the globe including Rajkummar Rao, Patralekha, Sanjeev Kapoor, VVS Laxman, Neha Dhupia, Soha Ali Khan, who all agree that if taught to #ShareTheLoad today, the sons of today become the husbands of tomorrow, who will be prepared and equipped to be equal partners.
P&G India marketing director and fabric care lead Sonali Dhawan shared, “We can see that the campaign is striking a chord. We are seeing an outpouring of personal stories, anecdotes and letters across social media platforms. We garnered 15 million views in just 2 weeks! It goes on to show that the message, the film, and the cause are truly resonating with the audience. Ariel is proud to be at the forefront of converted effort in addressing the inequality at home and move the society to a happier, more equal future. This is just the beginning.”
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.
