Ariel India’s Share the Load Campaign: Influencing Husband-Wife Decision-Making?
You always worked hard to impress your boss at office it’s time to impress the boss of house…help her in laundry1
There is an old saying that washing your wife’s clothes makes your wife more beautiful and lovable2
Oh I didn’t know that my dad brought me up to do laundry at your home3
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Always a woman frowns over the dirty collars and struggles with the task of washing clothes…if it’s a detergent commercial in India. She is shown to search for a new soap to get the sparkling white shirt that the man could beam at work.4
Instead of tom-tomming the superior qualities of its product or promising to reduce the woman’s burden, an FMCG brand put forward a pertinent question to the consumers “Is laundry only a woman’s job?”5
What happens if the brand reiterates the same and ask men pledge to “share the load?” and asked them to take up “Wash Bucket Challenge”?
The tweets featured above bear the testimony of the consumer responses to these questions…
In November 2014 AC Nielsen, supported by Ariel India (from P&G) conducted a research on Indian Households (with a total of 1000 respondents) among men and women in Mumbai, Delhi, Chennai, Hyderabad and Bangalore (Exhibit I). One of the attention-grabbing findings of this research was that generally men believed that laundry is a woman’s job!6 The agency, BBDO (India) in this case, was tasked with a brief to lead the conversation around laundry by starting a movement for Ariel so as to raise the emotional equity of the brand. Then an ad was conceptualized from that logic, as Josy Paul (Paul), Chairman and National Creative Director, BBDO, says, “Great brands like Ariel—with its heritage of perfect wash................
4 Sangeetha Devi Dundoo, “Share the load, defy stereotypes”, http://www.thehindu.com/todays-paper/tp-features/tp-metroplus/sharethe-load-defy-stereotypes/article6960326.ece, March 5th 2015 (accessed date: April 2nd 2015)
5 Banasree Purkayastha, “Ariel Share The Load campaign: Dhobi Ghat”, http://www.financialexpress.com/article/industry/companies/ariel-share-the-load-campaign-dhobi-ghat/41003/, February 9th 2015 (accessed date: April 1st 2015)
6 Maniparna Sengupta Majumder,”Is Laundry Only A Woman’s Job?”, https://maniparna5002.wordpress.com/2015/01/19/is-laundryonly-a-womans-job/, January 19th 2015 (accessed date: April 2nd 2015)