Ariel
Sons #ShareTheLoad (2019)
Before Ariel #ShareTheLoad for Equal Sleep, I worked on Sons #ShareTheLoad in 2019. This was the third instalment of the larger campaign that was awarded a D&AD Graphite pencil for Impact / Sustained Solution.
Today, daughters in Indian households are raised to be independent in all spheres. Unfortunately, the same can’t be said about sons, who have no idea how to do household chores. Housework is still considered a woman’s job.
In 2019, we launched Ariel Sons #ShareTheLoad to drive Indians to raise their children as equals and bridge inequalities.
This campaign garnered over 65 Million views, 1.8 million dollars in earned media and 3 billion impressions. Engagement with the brand increased 5x and Ariel sales went up 125% compared to the previous year.
Awards for Ariel #ShareTheLoad
D&AD Awards – Impact/ Sustained Solution – Graphite Pencil
New York Festivals Advertising Awards – Made for social media - Shortlist
New York Festivals Advertising Awards – Social Good – Shortlist
One Show Creative Showcase – Brand Voice – Shortlist
Mumbrella Asia Awards (APAC) – Campaign of the year
Campaign Asia Agency of the Year – Agency Client Partnership – Gold
Spikes Asia Awards (APAC) – The Award for Change – Glass Grand Prix
Inaugural Gerety Awards Paris – Shortlist
India Effies – Positive change / Social good – Silver
IndieAAA Awards – Home care category – Winner