Ariel DM, Case study Share the Load, 2 by BBDO Mumbai, R K Swamy BBDO Mumbai

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Share the Load, 2

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Industry Washing powders & Detergents
Media Direct marketing, Case study
Market India
Agency BBDO Mumbai
Agency R K Swamy BBDO Mumbai
Chief Creative Officer Josy Paul
Executive Creative Director Sandeep Sawant, Hemant Shringy
Creative Director Umma Saini, Balakrishna Gajelli
Creative Sidheshwar Sharma, Shimit Amin, Ajai Jhala
Designer Rajeev Mohite, Hitesh Shah, Shankar Yelugu, Venkatesh Pagidimarry
Producer Gary Grewal
Production Red Ice Films
Released March 2016


Cannes Lions 2017
Creative Effectiveness Creative Effectiveness: Creative Longer-Term Effectiveness Gold Lion

Credits & Description

Title: Ariel Share The Load: A Social Movement To Remove The Cultural Stain Of Gender I
Agency: Bbdo India
Brand: P&G India
Country: India
Entrant Company: Bbdo India, Mumbai
Advertising Agency: Bbdo India, Mumbai
Chairman & Chief Creative Officer: Josy Paul (Bbdo India)
Executive Creative Director: Hemant Shringy (Bbdo India)
Chief Executive Officer: Ajai Jhala (Bbdo India)
Executive Vice President: Rajat Mendhi (Bbdo India)
Account Director - Planning: Manisha Sain (Bbdo India)
Executive Creative Director: Sandeep Sawant (Bbdo India)
Sr. Creative Director: Balakrishna Gajelli (Bbdo India)
Creative Director: Umma Saini (Bbdo India)
Studio Head: Hitesh Shah (Bbdo India)
Sr. Account Executive: Nilza Dmello (Bbdo India)
Graphic Designer: Shankar Yelugu (Bbdo India)
Graphic Designer: Venkatesh Pagidimarry (Bbdo India)
Sr. Graphic Designer: Sameet Koyande (Bbdo India)
Graphic Designer: Rajeev Mohite (Bbdo India)
‘Share the Load’ wasn’t just a new idea for the brand, it was a social movement for the nation that raised the issue of gender inequality in the home into the nations consciousness and guided more and more men and dads across the country to share the load of laundry to liberate women from the yok of household responsibility.Our delivery was as progressive as our mind-set. Over the two years, with provocative and inspiring content that was complimented by unexplored media like matrimonial websites, wash care labels on clothes, India’s largest cultural calendar, children’s comic books and packaging, Ariel inspired more than 3.7 million men in total across the country to pledge to share the load of laundry.Not just that, our movement more than delivered on the objectives it sought. It generate massive amounts of positive attention and goodwill for the brand helping Ariel grow sales of Ariel Matic, the brand’s premium detergent for washing machines by unprecedented levels year-on-year, far ahead of its competition.