MAM
Ariel’s #ShareTheLoad campaign turning purpose into desirability and sales
MUMBAI: Brands today aren’t just selling products, but are providing unique experiences that merge with their identity and consumers’ lives. Technically called purpose-driven marketing, the campaigns tend to touch the right chords.
A number of national and international brands are currently using this mode of marketing to place their products not only on the shelves but also in the conscience of the consumers and laundry detergent brand from the vast portfolio of Procter and Gamble (P&G), Ariel has been one of the forerunners to use this power of brand image and loyalty into communicating something larger to the society.
#ShareTheLoad campaign, which launched its first edition in 2015, is one of the most beautiful campaigns driving the message of ending gender-parity at home. The brand released its third edition (http://www.indiantelevision.com/mam/media-and-advertising/ad-campaigns/ariel-reignites-conversations-on-household-inequality-with-a-new-campaign-sons-sharetheload-190124) recently, and within a few days, its digital campaign has garnered 15 million views and a lot of praise online, including one from Facebook COO Sheryl Sandberg. Indiantelevision.com interacted with P&G India, and fabric care marketing director Sonali Dhawan, and BBDO chairman and chief creative officer Josy Paul regarding what makes this campaign different from other purpose-driven ads in the market and what all went behind in creating its immense success.
Dhawan shared that for her this is not ‘purpose-driven marketing’ but something greater than that. She noted, “Yes, there is a purpose to the marketing but that doesn’t mean any brand can make ads on any particular purpose. There are two very important things, which, if in place, can take the campaign indefinitely. First, is that your product should play a role in the social change you want to affect and second is that your brand should be in a position to influence. For us, the starting point of #ShareTheLoad campaign was the fact that Ariel makes it so easy to do the laundry that anyone can take it up. Ariel thus has a very important role in the conversation and that role can be expanded for a lot of causes.”
Paul also reflected the same sentiments as he reflected, “There are a lot of people jumping in with cause and purpose but ‘without purpose’. What I believe is that the brand has to have not only the authority [to promote an idea] but it [the idea] has to be linked with what the brand can offer. When we say ‘share the load’, it actually resides in the basic truth about the product and the brand. We say it can wash the toughest stains and anyone can do it. That ‘…and anyone can do it’ is what Ariel reflects. It is linked to the brand promise and therefore we earn the license to say this.”
The campaign has not only initiated a change in the core of the society at a very important juncture in time when women equality is actually a massive global phenomenon but has also helped the brand in increasing its sales. That makes it the perfect campaign to support the idea of equality while it also pushes the brand to perform.
According to Dhawan, the reason behind this has been the authenticity with which the brand creates its campaigns. “If the brand is not authentic in its approach towards the campaign, the audience can read through it. P&G has always been authentic in its conversations. Be it Whisper talking about period taboos because it is a brand associated with periods, or be it Pampers talking about it takes two to parenting approach because it is a brand for babies. It is not about any brand picking any topic and saying I want to talk about it because I have the eyeballs there. Then the campaign will not make any impact,” she said.
And how did they realise that its approach has to be towards targeting gender-parity? To this Dhawan replied that the idea came from the core thought of how their brand is affecting consumers’ lives. During a consumer interaction they heard women saying that it is so easy to do laundry with Ariel that they can now share the load with their kids, or their husbands. “At the same time, we did a Nielsen survey because we wanted to understand the state of the society in terms of equality at home. That survey showed us that 79 per cent of the men thought that household chores were only a woman’s job. We saw that there was huge inequality between the genders at homes. This was the second realisation, the first being that my product is great and it can help in many ways.”
That’s when BBDO came in with the pitch of #ShareTheLoad campaign that talks about addressing the core of the problem—that is the conditioning people are given since childhood. The campaign started with a simple question “Is laundry only a woman’s job?”
Paul shared, “When you start you do not plan that it will go into phase two or phase three. It starts with just an idea. But when we saw the response to our first campaign we realised that it was not just another campaign but a movement.”
He further added, “The thing about a movement is that it is very dynamic. It’s not like a campaign where you plan something and now you push it out in the media and get it to distributing. Here you are constantly watching how the audience is reacting to it. So lot of social listening and observations happened and we realised that the campaign or the movement is working. People want to get involved, partners want to get involved, and then the client [Ariel] came to us that they want to go ahead with phase two of it.”
Paul also shared how such campaigns serve a dual purpose of encouraging a change and also help the brand to grow. He said, “The beauty of this is not that it is just about social change. It is purpose-driven but it’s also something that talks about the brand. It allows the brand to be more loved. So, it’s quite interesting how purpose turns into love, love turns into desirability, and desirability turns into sales through such initiatives.”
Gold has evolved from a traditional family heritage to one of the most effective instruments for high-speed liquidity in the rapidly changing financial world of 2026. With 22K gold prices remaining stable at ₹14,440 per gram and 24K gold hitting ₹15,752 per gram as of February 21, 2026, the Indian gold market is seeing a historic increase. A rather small quantity of jewels can now unleash significant cash due to their increased worth.
Finding the best gold loan, however, takes more than simply visiting the closest branch because there are several banks and NBFCs (Non-Banking Financial Companies) vying for your business. It necessitates a strategic grasp of how lenders set their product prices. The cost of borrowing in 2026 is no longer a “one-size-fits-all” number; rather, it is a variable that depends on your loan amount, the state of the market, and particular regulation slabs. You may make sure that you leverage your gold holdings at the best gold loan interest rates by taking a methodical approach.
Recognise the Tiered LTV Framework for 2026
The Reserve Bank of India’s (RBI) introduction of tiered Loan-to-Value (LTV) criteria is one of the biggest changes. Depending on your unique financial needs, this policy directly affects which lender can provide you with the best gold loan.
The LTV limitations for 2026 are set up as follows:
- Loans up to ₹2.5 Lakh: 85% LTV eligibility
- Loans up to 80% LTV are eligible for those between ₹2.5 Lakh and ₹5 Lakh
- Loans over ₹5 lakh are eligible for up to 75% LTV
You must match your borrowing with these levels to determine the lowest gold loan interest rate. Because there is less risk involved, a lender may frequently give a cheaper rate for a 75% LTV plan than for an 85% LTV plan. Choosing a lower LTV bracket is a tried-and-true method to get the finest gold loan conditions if you don’t require the highest amount of cash on hand.
Compare the Offerings of Banks and NBFCs
The best gold loan is determined by your preference for quickness or cheaper cost. The service and pricing differences between ordinary banks and specialised gold lending NBFCs have grown.
Public and Private Banks: The interest rates on gold loans offered by public and private banks are often the lowest on the market, frequently beginning as low as 8.75% to 9.50% annually. Borrowers seeking a long-term or overdraft-like facility who already have a savings account will find it appropriate.
NBFCs: They are the industry leader in offering a genuine, rapid gold loan experience, even if their interest rates may be a little higher than those of banks. They are frequently the best gold loan option for urgent needs when speed surpasses a 1% yearly cost difference, thanks to doorstep services and quick disbursals.
Make Use of Purity’s Power
The most potent “multiplier” in your loan computation is the karat of your jewellery. Lenders have shifted to highly standardised assaying procedures. Declaring high-purity materials helps you get a higher valuation and a better loan amount.
Make sure you are offering hallmarked jewels in order to receive the best gold loan. Because the collateral risk is essentially zero, hallmarked gold (BIS 916) lowers the lender’s uncertainty during appraisal and frequently enables them to provide a more alluring gold loan interest profile.
Consider the Mode of Repayment
The best gold loan is one that doesn’t negatively impact your monthly cash flow. Below are a few repayment options you may consider:
- Bullet Repayment: At the conclusion of the term, which is usually 12 months, you pay the whole amount. Although the cumulative interest cost of the gold loan may be somewhat greater, this is great for short-term liquidity.
- Monthly Interest Payment: You just pay the interest each month; the principal is paid at the end. As a result, the monthly burden is minimal.
- EMI (Principal + Interest): The most organised approach to loan closure is through EMI (principal + interest), which progressively lowers your principal and, as a result, your overall interest expense.
Use a computerised gold loan calculator to determine which option delivers the biggest savings before you sign the contract. Even a 0.5% change in the repayment schedule might save you thousands of rupees on a big loan in the expensive year of 2026.
Be Aware of Unexpected Fees and Penalties
High administrative costs can occasionally be concealed by a low headline interest rate on gold loans. Searching for the finest gold loan requires you to consider the “Total Cost of Credit.”
- Processing costs: For loans up to ₹3 lakh in 2026, several banks provide “Nil” processing costs.
- Make sure valuation fees are clear and do not represent a portion of the loan balance.
- Prepayment and Foreclosure Penalties: You shouldn’t have to pay a large penalty if you decide to end your gold loan early.
- Late Payment Fees: Examine gold loan interest “steps up” if you fail to make a payment. Some lenders charge 2% monthly punitive interest on the past-due balance, which can easily get out of hand.
Conclusion
Finding the greatest gold loan in 2026 requires striking a balance between the historic worth of your gold, i.e., ₹14,440 per gram, and a lender who understands your desire for quickness and transparency. You may make sure that your gold is a bridge to your financial objectives rather than a burden by comparing the tiered LTV brackets and selecting a repayment schedule that corresponds with your income. The knowledgeable borrower usually prevails in a market where gold loan interest rates are more competitive than ever. Spend some time evaluating at least three lenders, confirming that they are in accordance with the RBI as of 2026, and confidently discovering the actual worth of your assets.
FAQs
How much can I borrow in gold today, per gram?
The maximum credit amount for loans under ₹2.5 lakh (85% LTV) is around ₹12,274 per gram as of February 21, 2026, when 22K gold is valued at ₹14,440 per gram. Make sure your decorations are made of pure gold with minimal stone deductions to receive the greatest gold loan value.
Does my gold loan interest rate depend on my credit score?
In general, no. The majority of lenders offering a quick gold loan do not significantly rely on your CIBIL score because it is a secured loan. However, with certain private banks in 2026, having a solid credit history might help you get greater loan amounts or “preferred” gold loan interest rates.
How can I figure out how much interest is due on a gold loan?
The straightforward calculation is as follows: Principal x Annual Rate x Tenure (in years). Many lenders include a best gold loan calculator on their smartphones for a more accurate 2026 figure. This tool automatically adjusts for your selected repayment method and particular LTV tier.
In 2026, would I be able to obtain a gold loan for 18K jewellery?
Yes, most lenders accept 18K gold. However, the interest rate on the gold loan and the value per gram will be different because the purity is 75% as opposed to 91.6% for 22K. Before using the current market cost of ₹14,440 per gram, lenders first convert your 18K weight into a 22K equivalent.
If I close my gold loan early, will I be penalised?
Prepayment penalties are not imposed by the majority of respectable lenders providing the best gold loan in 2026. However, if you end the loan nearly immediately after disbursement, some may demand a minimum interest payment of seven to fifteen days. Verify your agreement’s “Foreclosure” clause at all times.
