Integrated Campaign ; Large Business
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.
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.