Launched in February of 2016, Ariel India’s Dads#ShareTheLoad campaign garnered widespread national and international acclaim, from consumers, media, advertising & marketing industry as well as celebrities, for its impactful message of change. The movement, dedicated to addressing the cycle of gender prejudiced, sparked conversations across multiple touchpoints, leading to a massive participation from consumers, with 2.1 million men pledging their support to the cause. 2600 men showed their solidarity towards gender equality by creating a Guinness World Record of most number of men washing clothes together.
With 2 out of 3 children believing that laundry is a mother’s job, gender biases within the household are subconsciously passed down from one generation to the next. Powered by Ariel Matic’s 1-Wash superiority, the brand joined women in asking Dads to #ShareTheLoad, since anyone can get great laundry results with Ariel. Launched with a powerful digital film, Ariel India created a social storm, with the film going viral internationally and garnering over 50 million views in just 50 days. The emotionally appealing film, received extensive support from men and women, across countries and continents, paving the way from global recognition.
Based on a true consumer insight that has resonated globally, Ariel India joined women across the country in bringing to surface the cycle of gender prejudice. This powerful message was very well received by Advertising and Marketing industry, testament by the wide number of awards that came their way. The campaign bagged top international honors at the ‘Oscars’ of the marketing and advertising world – The Cannes Lions, by taking home an unprecedented 5 Cannes Lions (a Cannes Lion every night of the prestigious awards ceremony), Ariel India has now become the most awarded Indian campaign in the event’s illustrious history. The campaign has also won a host of other international and national awards, including the coveted Laadli Grand Prix Award, Gold Emvies and Black Dragon at Dragons of Asia.
Speaking on this occasion, Sharat Verma, Associate Director, Fabric Care India, added, “We are delighted with the reception to the movement and we are thrilled to have been recognized at an internationally celebrated platforms like the Cannes Lions. This is a testament to the message of the movement and the resonance it’s had with our consumers. Ariel India will continue to join women across the country to address gender prejudice, and we will continue to encourage more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results.”
Besides these plaudits, the films also received the support and endorsement of a wide variety of International and Indian celebrities and partners including – Sheryl Sandberg, Melinda Gates, Pankaj Kapoor, Supriya Pathak, Tabu, Mandira Bedi, Neha Dhupia, Irrfan Khan, Mary Kom, Sharmila Tagore, Soha Ali Khan, Kal Nirnay, Tinkle, Whirlpool and Akshara Centre.
1. Cannes Glass
- Ariel Matic for India Mumbai, India.
2. Cannes Bronze
- Ariel Matic for Creative Effectiveness, India.
- Ariel Matic in Cyber for Social Purpose, India.
- Ariel Matic - India in Entertainment for Online: Fiction 15 Minutes or Under in Length, India.
- Ariel Matic –India in Short Fiction Film (Under 10 Minutes) in Film, India.
3. Laadli Grand Prix Award
4. ADFEST: 1 Silver, 2 Bronze
5. Dragons of Asia: Black Dragon, Silver, Bronze
6. EMVIES: 2 Gold, 1 Silver, 1 Bronze
7. Bloomberg Disruptor: Winner, FMCG
8. Festival of Media: 1 Gold, 1 Silver, 1 Bronze