BBDO India’s #ShareTheLoad for Ariel has helped to rewrite ingrained “rules” in Indian households. The idea of men doing housework was impossible a decade ago.
The campaign’s new film as it enters its 9th year, aims to highlight and fuel discussions about the mental load on working women and husbands becoming trusted allies in household responsibilities. It advocates for a home team that can support women by sharing the load.
“#ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. Each year we uncover a hidden truth. Our deep listening process, in collaboration with the team at P&G Ariel, helps us sense the mood of the nation, the home, and the individual. This year we are hearing more and more women say they are giving up on growth opportunities because of the mental and emotional load of domestic responsibilities. This holds many women back and stops them from achieving their full potential. But things are changing. There are so many moments in the film that show us this reality and how the shift is happening. In the end, the film captures the realisation of the husband and the effort he puts in to ensure his wife doesn’t have to take a step back at work. A giant step for equality at home,” stated Josy Paul, chairman & chief creative officer, BBDO India.
new independent study commissioned by Ariel revealed a startling fact that three out of every four women (75%*) find it difficult to mentally disengage from household responsibilities. This imbalance not only undermines their health, relationships, and overall well-being but also poses a significant obstacle to their career advancement. As more women enter the workforce and nuclear households become more prevalent, the need to share the load becomes even more pressing.
- 72% of women feel that if they are not at home for some time, their households will face problems.
- 72% of women feel that household responsibilities stay on top of their minds when they are travelling
- 71% of women worry about how their partners are managing the household in their absence.
- 79% of men agree that their wives call to check on the household when they are away from home
- 72% of women feel that they would be confident to make travel plane if their partners stepped up to take on household duties
Since Ariel’s #ShareTheLoad began in 2015, the percentage of men who believed that household chores, like laundry, are solely a woman’s job has drastically decreased from 79% to 25%. However, acknowledging the need for further progress, Ariel is driving the conversation forward to encourage men not only to accept the physical aspect of household chores but also to act as a team at home to share the mental load. This effort will significantly contribute to men earning the trust of their partners by stepping up, so that she can step out with confidence into the world. This year, Ariel poses a pertinent question – How strong is your HomeTeam?
“In response to the evolving dynamics within households, driven by the increasing representation of women in the formal sector, we recognise the need to adapt our approach to laundry care. With higher incomes, increased mobility, and growing aspirations, households are experiencing changes in laundry patterns, time constraints, and a heightened demand for convenience. At Ariel, we are committed to creating an ecosystem at home that empowers women by easing their domestic responsibilities. Our mission goes beyond providing superior cleaning products; we aim to foster genuine partnership and equality within households. By understanding the evolving needs of consumers, we strive to rewrite the narrative of gender roles and empower both men and women to share responsibilities equitably. This year. We are attempting to spotlight the never-ending to do lists, a sign of the mental load, that women continue to disproportionately bear. Together, through initiatives like #ShareTheLoad, our aspiration is to cultivate households where it’s equally common for men and women to not only share the physical chores like laundry but also share the mental load of household responsibilities,” stated Mukta Maheshwari, chief marketing officer, P&G India, and vice president – Fabric Care, P&G Indian subcontinent.
Past #ShareTheLoad editions:
Creative Agency: BBDO India
Chairman & Chief Creative Officer: Josy Paul
Chief Executive Officer: Suraja Kishore
Chief Creative Officer, Mumbai: Hemant Shringy
Executive Creative Director: Sandeep Sawant
Senior Creative Director – Art: Girish Wadisherla
Senior Art Director: Rakesh Samal
Group Head – Copy: Harshil Shah
Vice-President Planning: Naina Meattle
Executive Brand Strategist: Madhuboni Bhattacharya
GM and EVP, Mumbai: Kaizad Pardiwalla
Client Services Director: Omar Khan
Account Executive: Anjali Jethani
Studio Head: Hitesh Shah
Agency Producer: Krishna
Production House: Tiger Telly
Executive Producers: Zoya Akhtar, Reema Kagti, Angad Dev Singh
Producer: Yoshita Bhaskar
Director: Akanksha Seda
DOP: Nikos Andritsakis
Music Director: Aman Pant
PR Partner: Actimedia PR & Digital
Digital Partner: Adtomica
Media Partner: Mediacom
On-ground Partner: Synergy
