Direct Mail
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.
Scale & Location or 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 #ShareTheLoad’–inspired and empowered Dads to share the load of laundry with their wives and start removing the cultural stain of gender inequality. We created new surprising ways for families to discuss the issue and nudge Dads. Working with Kalnirnay, India’s most popular calendar we developed calendars where the dates split the laundry task equally between Dads and Moms.
Insight Our survey revealed that 73% of children asked their mothers to do the laundry. Here we realized the root cause of gender inequality at home was Dads refusing to help out within the house; a behaviour that children saw and learnt to emulate as they grew up.