Creativity for Good
Awards
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’
Cultural Context
 Women in India have two jobs, one at the office and the other at home. While both, the man and woman are equal contributors in paying the bills, all the household chores are solely the woman’s responsibility. Ariel decided to address this issue and wash away the cultural stain of gender inequity at home. So we launched “Ariel Share The Load”, making laundry a representative of all household chores