Use of Social Media
Client P&G India
Brand Ariel Matic
Entrant BBDO INDIA
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.
Solution
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.