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Ariel's #SonsShareTheLoad is WARC's most awarded work for media excellence

The campaign addresses the inequality that exists within Indian households.

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Mumbai: Ariel India’s 2019 #ShareTheLoad campaign has made it to the most awarded work for Media excellence in the WARC list for the year 2020. World Advertising Research Centre (WARC) is an online marketing intelligence service that provides an independent benchmark for excellence in creativity, media, and effectiveness.

Ariel started the #ShareTheLoad campaign in 2015 to address the inequality that exists within Indian households. As the social debate evolved, the brand continued to bring different perspectives and launched the third edition of the campaign in February 2019. The Sons #ShareTheLoad urged parents to raise the next generation as equals and teach their sons important life skills like laundry, cooking, etc. The TVC raised the pertinent question – “Are we teaching our sons what we are teaching our daughters?”

P&G India CMO & VP – fabric care Sharat Verma said, “We started off by raising a pertinent question on 'Is laundry only a woman’s job?' back in 2015. We have kept the conversation alive all these years to continue to create awareness around the issue. With Sons #ShareTheLoad, we urged parents to teach our sons what we have been teaching our daughters over decades. We will continue to leverage our brand as a force for good and make laundry the face of the change we are trying to drive across the country.”

The digital film garnered over 83 million views in partnership with Mediacom as the media partner. A mother-son fashion show was also organised in Chandigarh to drive home the message of teaching the sons of today basic household chores, where mothers sported clothes washed by their sons.

Mediacom CEO south Asia Navin Khemka said, “It’s a moment of great pride to see our work getting recognised globally. We are proud to be an ally in this social change with Ariel and P&G India, not just now but since the start of #ShareTheLoad in 2015. Together, we aim to address the inequality that exists in Indian households and continue to work in that direction even now.”

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