Ambient
Client P&G India
Brand Ariel Matic
Agency BBDO INDIA
Brief Get the attention of and engage with our TG: this was important because our TG saw the brand as ‘not for people like me’. To drive sales of Ariel through Ariel’s brand promise of ‘best stain removal in one wash’
Solution
 Our ad raised an important question ‘Why Is Laundry A Woman’s Job?’ It provoked a national conversation. People stepped forward to spread the message. An unexplored everyday medium, clothing labels, were turned into advocates for gender equality. The biggest clothing brands and designers embraced it. Ariel tied up with matrimonial websites where the willingness to share the load was made mandatory