Ariel, removing the stains of gender inequality has managed to build a social property, #ShareTheLoad and brought in an amalgamation of their brand identity and an ideology of their belief, thus crafting an initiative that sprints beyond just social media marketing.
Taking a small thought that echoed through the minds of people in a way, making it relevant on a very social level- “Can’t men do laundry?” A contemplation that was pondered upon a globe level after the campaign reached that level after it was launched in India, Pakistan, Bangladesh, and Sri Lanka, but the thought leaped further as it went viral in 22 countries in 16 languages.
#ShareTheLoad did not boast of ideas through its content, but beautifully emphasized on one of the aspects of gender equality through. Seemingly fitting in their content for an audience who could resonate with the thought and induced them to ponder upon it, Ariel raised an issue before it became a norm on social media by brands.
Ariel’s campaign #ShareTheLoad was founded on the burning issue of gender equality, throwing light on some daily activities that the contemporary professional women are indulged in.
The first film drew attentions to the uneven distribution of domestic labor. The film features two seniors acknowledging with delight the evolving professional scenario of women, while sharing how her daughter in law earns more than her son as she is seen working in the background, just when her husband pokes his head out asking her about not washing his green shirt. The film ends with a question asking, Is laundry only a woman’s job?
Executed back in 2015, Ariel being the front-runners of initiating a conversation around gender equality, that now is the burning topic of social media.
This campaign won a Glass Lion last year for its content marketing.
Keeping this campaign as the face of the brand, the next campaign was on similar lines only more progressive when it portrayed a man’s vision of gender equality.
Through a voice-over the father in the film expresses how proud he is of her and apologetic at the same time for not stopping her from playing home-maker as a child to remind her that she should not be the only one handling the domestic chores. He apologizes on the behalf of him and the father of her husband too for always normalizing this scenario for her.
This film too ends with a message that says, “Why is laundry only a mother’s job? And Dads #ShareTheLoad.
Through both these films, the brand attempts to portray a progressive thinking from both the genders, first the mother-in-laws and second the father himself for not creating an environment of equality for the kids.
Both these stories are crisp and stir away from preachy aspect making it more engaging and thought-provoking, hinting people to bring about a minimal transformation in their lifestyle that will lead to a huge change. Social Samosa recently penned down how breaking stereotypes has become a stereotype in itself, almost like a sacred practice, but using the position wisely and responsibly is not something every brand has managed to achieve, where Ariel has reached on a global level.
#ShareTheLoad implicitly became the brand identity and it also managed to put out some goodwill through their initiative, taking a small step of change with mere laundry.
This wasn’t easy, in a country where women credentials as a good wife is dependent on her domestic skills, for Ariel to make some noise around this was a direct hit towards the societal norms and going bold was their choice which worked splendidly for them and us.
Social face of #ShareTheLoad
When both these films became a kick-starter to the campaign, the next leg involved communication through digital platform where #IsLaundryOnlyAWomansJob trended on Twitter, YouTube.
Facebook’s chief Sheryl Sandberg shared the video through her handle on February 25, 2015 along with a caption – “This is one of the most powerful videos I have ever seen - showing how stereotypes hurt all of us are passed from generation to generation. When little girls and boys play house they model their parent’s behavior, this doesn’t just impact their childhood games, it shapes their long-term dreams.”
The second film received 6.4M views on Facebook, with 124k shares, 231k reactions along with creatives floating around social media, stating facts and engaging their audiences.
— Ariel India (@ArielIndia) February 2, 2015
— Ariel India (@ArielIndia) January 5, 2015
— Ariel India (@ArielIndia) January 5, 2015
Leaving us with a thought to mull over, Ariel became one of the finest Indians brands to put across an idea that is relevant to all the strata of the society and at the same time builds a call for action not just in the professional world but even at home.