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.”
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.
