Expert Review: Meet Gossip Aunty – Scotch Brite’s attempted twist on cause marketing

Scotch-Brite digital campaign

Cause marketing has been adapted by an array of brands until recently to connect rightly with their consumers and the Scotch-Brite digital campaign is the next to join the bandwagon. We spoke to a cross section of industry experts decoding the campaign…

Scotch Brite rolled out a series of short videos urging everyone in a family to contribute to the household chores. #GharSabkaKaamSabka also trended on Twitter with a message that it’s not only the women who are entitled to do ‘Ghar Ka Kaam’, men should equally contribute.

Expert Take

The campaign immediately reminds Anusheela Saha, Group Creative Director, FCB Ulka of Ariel’s – Share The Load, in a family pack version. “Though it’s a nice thought of getting the family members involved in what people like to view as the ‘Wife’s Chores’, I feel the execution could be different. In its current avatar its a bit too predictable.”

On the other hand, Harish Bijoor, Brand-expert & Founder, Harish Bijioor Consults iNc. thinks that it’s a good campaign on the lines of new-thinking in the world of consumer marketing in India. “The washing machine has done it in the past, as have many durables. it is now the turn of the FMCG category to punch hard on this count. In India, the taken-for-granted statement is that house-work is the domain of the woman. Never mind the age of the woman, it could be the girl child who puts away the footwear at the door, it could be the young woman who cooks and cleans, and it could be the grandmother who does the dusting and cooking as well.”

Further he noted that brands have attempted to break this paradigm with the selfish interest of getting closer to the key purchase decision-maker, the housewife, who is a woman for a start.

Meanwhile Ishrath Nawaz, ECD, Publicis India shared that as advertising people, they’re always hunting for that new big idea. “Or try and give a new spin on something that already exists. Unfortunately, this does neither. In trying to sound different from a rather famous and award-winning campaign, this one ended up losing the plot a bit.”

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However Anadi Sah, Group Creative Director, Isobar India felt that it is a fresh and direct take on a subject that has been handled too seriously and emotionally till now. The dramatic build-up is witty and was loved by him. What he also liked is that it isn’t skewed towards particular gender but more inclusive.

Also Read: 3 objective driven social media campaigns by television channels

Social Media Plan

Twitter

It all started on June 1 when Scotch Brite India tweeted that Gossip Aunty will soon be coming to reveal all secrets. This was later followed by a series of tweets building more drama around Mr. Sharma washing utensils while the kids of the house cleaning the bathroom.

The brand further created curiosity releasing teaser videos around Mr. Sharma as to why exactly is he doing all the housework which usually women do and they are nowhere to be seen. ‘The Viral News’ went live on Gossip Aunty’s Vlog and the secret was finally revealed on June 4 with Mr. Sharma and the kids finally speaking that if ‘Ghar Sabka Hai toh Kaam Bhi Sabka hai’.  

Scotch Brite also roped in few digital influencers to stand out and make the hashtag #GharSabkaKaamSabka trend on the micro blogging site. Further, the campaign was trending for a certain amount of time too.

Facebook

A similar activity was carried on Facebook, simultaneously unveiling the truth behind the biggest gossip around  Mr. Sharma and his kids have a perfect response to all the questions – Ghar Sabka Toh Kaam Bhi Sabhi Ka.

Repetitive Concept?

Like Anusheela Saha we too can’t help but recall the award winning Ariel’s #ShareTheLoad  which won accolades globally and is still on top of all creative minds. Ariel has been endorsing the cause of equality within the household through its #ShareTheLoad campaign since 2015, which has been its most rewarded and prestigious movement on social equality. Research shows that more than 70% of children today believe that household chores like laundry is only a mother’s job. This prejudice of household inequality is being passed down from one generation to the next. Thus, Ariel took up the cause and has been an advocate for the women in urging men to ShareTheLoad.

The gender issue has been taken up by many brands off late and so when we quizzed the creative experts if they think that the campaign thought is a fairly repetitive concept, ‘Yes, ofcourse’, prompt came the reply from Nawaz. He added further, “Everyone wants to jump on to this social-conversation bandwagon. But to pull it off you need an insight that works just as well for your brand. Not someone else’s insight.”

While agreeing to Nawaz’s views of that the context is similar to the past campaigns executed by Ariel and iodex, Sah also noted that the visual language and narrative makes the distinction. Looking at it from a different perspective by isolating the brand and the purpose/cause he preferred concentrating on the purpose the brand is standing for. Any amount of communication done is less, but on the contrary from the brands perspective, “I notice the film to have pure product placement without highlighting any functional benefits,” Sah said.

Also Read: The battle of Me & Mi – Realme v/s Xiaomi

Echoing similar views, Saha too thought it’s a good insight from a brand that prominently has a ‘housewife/homemaker’ in its logo. And for years have stood as an aid or a housewife’s best friend! So, it’s a step towards a positive change.

Last year Comfortzone India also rolled out a TVC, though not ‘gender household equality as the core message’, but highlighting the thought of why should only women learn and do all the household chores, men are equally responsible- A small step can make a big difference! was the tagline used by the brand.

Bijoor is of the opinion that nowadays everyone wants to jump on to this social-conversation bandwagon. But to pull it off you need an insight that works just as well for your brand. Not someone else’s insight.

According to Hashtracking, the hashtag #GharSabkaKaamSabka garnered around 1,953,489 Impressions and around 300 users posting and tweeting about it (at the time of filing this report).  It also had a reach of 1,193,942 till the time of filing this report.


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