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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
