For the past 5 years, Ariel India has taken a lot of effort into speaking about the inequality of domestic chores within households, encouraging men to #ShareTheLoad. It is very delightful to see many families come forward and share their pictures and videos of doing domestic chores. When fathers, husbands, and sons share the responsibilities of the house, they are multiplying the love among them. The brand is trying to build happier households by equal distribution of domestic chores.
Ariel through its latest video conveys the most important message of sharing responsibilities among the family members. It says that, when we share the load, we are multiplying the love. In this difficult situation, the family members have to come together to work and share the load of household chores. There is a great response to the film on various media platforms and it already crossed 10 million views. This is the fulfillment of the brand’s effort over the past five years.
Sharat Verma, CMO, P&G India, and Head, Fabric Care Indian Subcontinent, said, “The recent times have been challenging and unlike anything, we have seen before. But the crisis is a great teacher. Today, more men are actively participating in household chores than ever before, and have probably realized through the first-hand experience, the amount of effort and time it takes to balance work and household chores. We believe there is something beautiful when a son, father, or husband comes forward to #ShareTheLoad. This is why, over the past 5 years, Ariel has continued to raise pertinent conversations to encourage more and more men to participate in household chores. This film urges all men to continue to #ShareTheLoad. It also recognizes those who are leading the way in being equal partners and setting an example for all of us!!
In 2015, the brand raised a thoughtful question, ‘Is laundry only a woman’s job?’, which brings the attention of the unequal distribution of domestic chores. In 2016, Ariel continued its efforts through the ‘Dads Share The Load’ Movement, which targeted the prejudiced system that passes from one generation to another. The younger generation copying the inequalities in the household duties. In 2019 ‘Sons ShareTheLoad’ movement triggered the question “Are we teaching our sons what we are teaching our daughters?”, which asks mothers to become the change-makers.
This year, the campaign was very impactful. In this situation, the brand asks Fathers, husbands, and sons to help their mothers, sisters, and wife in their household duties. It promotes the message of Gender equality. By sharing the responsibilities, we can multiply the love.