Direction for Film Advertising
Client P&G India
Brand Ariel Matic
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.