|Industry||Washing powders & Detergents|
|Chief Creative Officer||Josy Paul|
|Creative Director||Umma Saini|
|Production||Red Ice Films|
|Cannes Lions Entertainment 2016|
|Entertainment||Branded Content & Visual Storytelling: Online: Fiction 15 minutes or under in Length||Bronze Lion|
Credits & Description
The Ariel Share the Load campaign has become a voice to empower women at home. Last year the campaign, brought to light the debate of whether laundry is only a woman's job, and built a social movement inviting men to #ShareTheLoad. Taking a step further, this year Ariel will strive to empower the Indian woman of today and more importantly, the woman of tomorrow, to ensure that men set the right example that is getting carried from generation to generation declaring a clarion call for Dads to #ShareTheLoad. The latest video of the Share the Load Campaign this year by BBDO India and Ariel has hit the bull's eye again. The video that encourages men to help their wives do the laundry has gone viral online and has been trending social media platform. Within 4 days of its release, the video has managed to get more than 3 million views.