BBDO India's 'Share the Load' ad for Ariel was awarded the Grand Prix in advertising at the national leg of Population First's 'Laadli' Media and Advertising Awards for Gender Sensitivity, 2014-15. BBDO India also won the jury certificate for Parampara's 'Omelette Masala' which encourages men to step into the kitchen.
The powerful Ariel ‘Share The Load’ ad features a dad apologizing to his daughter. It is based on the insight that children learn what they see, and parents end up passing down gender role stereotypes from one generation to the next. The ad acts like an eye-opener for all fathers and makes them realize that it’s never too late to make a new beginning – to ‘share the load’ at home.
The Parampara Omelette Masala ad, part of the ‘Men In Kitchen’ series, challenges the existing stereotype of women doing all the cooking at home. While highlighting the ease of cooking with the masala, it encourages men to step into the kitchen.