Direct Response – Film Advertising
Client P&G India
Brand Ariel Matic
Brief After having raise the issue of gender inequality through a nationwide debate with Share The Load campaign, the brief for 2016 from client was to create deeper social change – where the product and the brand plays an essential role and as a result drives a deeper relevance for the brand.
Cultural Context As Indian society opens up, many brands are reflecting the “new” urban woman; a more confident, accomplished woman boldly achieving her dreams in a male dominated society. However what persists is the cultural norms that make it the duty of every woman to be the housekeeper. Few brands had yet dared to challenge these norms, and liberate women from household responsibility.
Dads and grandfathers were the living example of gender inequality. But if we could use them as an agent of change, this would act as a “circuit breaker” for families and Indian society as a whole. This led us to ‘Dads #ShareTheLoad’ – a social movement to inspire and empower Dads to share the load of laundry with their wives and start removing the cultural stain of gender inequality at home.