Use of Social Media
Client P&G India
Brand Ariel Matic
Cultural Context 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 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.