| Direct Innovation | ||||
| 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 |
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 and willingness to share the load was made mandatory. | |||
| Results |
• Unaided brand awareness increased by 132% within the first month • It generated free-media worth USD 9.5 million • Over 1.57 million men pledged to ‘ShareThe Load’ across the country through mobile, social media, mall activations and purchase of Ariel His & Her pack • 1.6 billion free earned impressions • 6.8mm views on Youtube for the movement video • Facebook, engagement-rate went up a record 225% |
|||
