Share and care

The next time you do your laundry, wonder when was the last time any man in the household helped you out. Ariel India ventures into these questions in their latest ad campaign. A couple’s testimonial discussing sharing the load of laundry has been flooding the airwaves lately.

In the TVC, they realise through the course of testifying that Ariel is helping them share their load a lot easier than any other detergent. Sharat Verma, associate brand director, fabric care, P&G India says, “Ariel is committed to empowering women across the country. One way of achieving this is to address the inequality in Indian homes when it comes to household chores. This is why we encourage men to share the laundry load at home.”

Moving away from the idea of just being the whitest and cleanest, Josy Paul, chairman and chief creative officer, BBDO India says, “A brand movement like share the load is about resolving a tension point in the consumers lives by having an engaging idea around laundry. The idea is that it removes tough stains in one wash, no matter who does it. This idea involves everyone — husbands, wives, mothers, fathers, sons, and daughters.”

With gender equality being the current buzzword, the campaign sure does shift focus to sharing the load effectively. But only time will tell whether it helps push the boundaries in terms of Ariel’s market share.