Ad Campaigns
Tinkle Joins Ariel India’s Dads #ShareTheLoad Movement
MUMBAI: Tinkle has joined Ariel India’s Dads#ShareTheLoad movement in an effort to spread and support the message of equality within the household, particularly when it comes to household chores. India’s iconic children’s character, Shikari Shambu, will #ShareTheLoad with his wife in the much anticipated May edition of Tinkle. With a long standing record of promoting core values and principles to the next generation, Tinkle’s latest pledge will surely bring to surface the often overlooked issue of household equality.
Speaking on the association, P&G India associate brand director-Fabric Care Sharat Verma said, “We are delighted to have a brand like Tinkle and the ACK group partner with Ariel India on our Dads#ShareTheLoad movement to further spread awareness on the issue of household inequality. With 2 out of every 3 children believing that laundry is ONLY a mother’s task, the conditioning of gender stereotypes is being subconsciously passed down to the next generation. Ariel India joins women across the country to address this cycle of prejudice, by encouraging more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results.”
Commenting on the partnership, Amar Chitra Katha Media Pvt. Ltd. (ACK Media Pvt. Ltd. is the owner of renowned brands like Tinkle and Amar Chitra Katha) chief executive officer Anuraag Agarwal said, “Tinkle as a brand has always stood for values and principles that can positively shape and mold the next generation. It was important for us to do our part and pledge support to Ariel India’s Dads#ShareTheLoad movement, to ensure that the prejudice of household inequality does not pass on to the next generation. With 2 out every 3 children talking away that laundry is a mother’s job, this was an important message to bring to the surface.”
Bollywood actress Surveen Chawla, also added on the special occasion, “I’m thrilled to hear that the May issue of Tinkle will pledge to #ShareTheLoad with Ariel India. We need to ensure the next generation is raised with the right values on gender equality and end the cycle of prejudice. To have the iconic Shikari Shambu #ShareTheLoad will go a long way in addressing this issue and hopefully also encourage more men to join the movement.”
As the social debate continues to evolve, a new study by an independent third party reveals that 2 out of every 3 children believe that household chores are a mother’s job*, with the stereotype of gender roles being passed down from one generation to the next. With more than 70% of men believing that laundry and housework are their wife’s job*, the message of gender equality within the household takes even greater importance today. These statistics are a clear reflection of a deep-rooted prejudice with defined roles for men and women. Ariel India’s Dads #ShareTheLoad movement joins women in bringing this conversation to surface and has already received local and international support from the likes of Pankaj Kapoor, Supriya Pathak and Tabu to Sheryl Sandberg and Melinda Gates. The movement has created a strong resonance with men and women alike, with dads now stepping forward to join the cause.
Ariel India’s Dads #ShareTheLoad movement has over the past two months, garnered extensive local and global acclaim, with the campaign joining women across India in amplifying their debate for household equality. The ‘Dad #ShareTheLoad’ film has already received close to 50 million views globally. The conversation of inequality withinthe household, particularly when it comes to household chores is one of growing social importance for women across the country and indeed the world.
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.
