Ariel ‘See the Signs, ShareTheLoad’

In 2015, when Ariel first launched its ‘ShareTheLoad’ campaign, 79% of married men thought that laundry was a woman’s job. Eight years later, it has come down to 26%. Striving to bring it to zero, Ariel has come up with the sixth edition of the campaign reflecting Couples ‘growing apart’ through the long-term impact of unequal distribution of chores. ShareTheLoad helps drive popularity, relevance, brand consideration and purchase intent, over the years, by driving Equality in Household chores.We had to beat Surf Excel in 1/3rd of their media budget and achieve for 20% sales growth for the portfolio