| Direct Integrated Campaign | ||||
| Awards |  |
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| 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 | |||
| Solution |
It began with an ad that asked an important question-’Why Is Laundry A Woman’s Job?’ It provoked a national conversation. An unexplored everyday medium, clothing labels – were turned into advocates for gender equality. Biggest clothing brands and designers embraced it. Ariel tied up with matrimonial websites where the willingness to share the load was made mandatory. | |||
| Results |
•Unaided brand awareness increased by 132% within the first month •Generated free-media worth usd 9.5 million •Over 1.57 million men pledged to ‘share the load’ across the country through mobile, social media, mall activations and purch |
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