canne slIons?blur=25

VMLY&R’s campaign for Unipads and BBDO’s film for Ariel selected for Glass Lions

exchange4media Staff Jun 10, 2022 2:44 PM

Cannes Lions?blur=25

BBDO’s award-winning campaign #ShareTheLoad for Ariel will compete in the global advertising festival once again with its latest version. Will the ad repeat history?

Kanchan Srivastava May 11, 2022 7:55 AM


The campaign encourages prospective grooms to declare ‘I #ShareTheLoad’ in their matrimonial profiles

exchange4media Staff Apr 25, 2022 11:51 AM

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The brand is calling this an invitation to partner with like-minded brands that believe in equality and power of representation to #ShareTheLoad

exchange4media Staff Apr 7, 2022 4:17 PM


In a unique take on household equality, Anu changes name to Anil to see ‘if this is what it takes to get men to #ShareTheLoad’

exchange4media Staff Mar 14, 2022 12:19 PM


The fortnightly collection of ads this time lauds the efforts of gender-sensitive advertising

exchange4media Staff Feb 28, 2022 8:42 AM

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Delivering a keynote address at the e4m TV First conference, Josy Paul, Chairman & Chief Creative Officer, BBDO India, spoke about how ‘The Best TV Ads always have a Digital Gene’

exchange4media Staff Feb 25, 2022 8:31 AM

Josy Paul?blur=25

Paul, Chairman & CCO, BBDO India, believes impactful campaigns like Ariel's #ShareTheLoad keep conversations alive & will slowly bring down the percentage of men who don’t believe in gender equality

Kanchan Srivastava Feb 15, 2022 8:48 AM

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The film was launched by a panel comprising Genelia and Ritesh Deshmukh, Dr. Nandita Shah, Akshara Centre (NGO), Sharat Verma, CMO, P&G India & Josy Paul - Chairman & CCO, BBDO India

exchange4media Staff Feb 12, 2022 8:34 AM


From Family Man's 'job hunt' to Nutralite's 90s-style rap, here are some exceptional work done between May 24 and June 4

Mansi Sharma Jun 8, 2021 8:37 AM

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The film that was launched on Ariel’s social media channels already garnered more than 1 million views

exchange4media Staff May 29, 2021 9:21 AM

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With this enlightening film on Kerala's 1st transgender doctor, the detergent brand celebrates these heroes who overcome the odds to #MakeItPossible

exchange4media Staff May 1, 2021 8:17 AM


The heart-warming film shows how different family members are taking part in chores during these times

exchange4media Staff Jun 14, 2020 10:00 AM


The campaign highlights how the lockdown has caused sleep deprivation in women, who have to juggle between housework and office work

exchange4media Staff May 23, 2020 8:39 AM


Ariel's collaboration with YouTuber Gibi ASMR focuses attention on lack of sleep among women due to the burden of household chores

exchange4media Staff Apr 11, 2020 9:45 AM

Ariel Share the Load 4?blur=25

Conceptualised by BBDO, the film highlights how women get less sleep than their husbands due to the unequal distribution of household chores

exchange4media Staff Mar 16, 2020 8:55 AM

Women's Day?blur=25

We take an in-depth look at whether Indian advertising has succeeded in leaving behind a dual gender outlook

Misbaah Mansuri Mar 9, 2020 8:45 AM


The film was shared on social media by Zaheer Khan, Harbhajan Singh, Yuvraj Singh, Virender Sehwag, VVS Laxman, Suresh Raina, R Ashwin, Mayanti Langer and others

exchange4media Staff Jun 10, 2019 7:51 PM


The ad urges fans to keep their lucky jersey that they wore while watching 2011 final match sans stains

exchange4media Staff Jun 10, 2019 1:27 PM