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Ariel
See Equal #ShareTheLoad

RAN IN: India (National)

CLIENT
Procter & Gamble

1. SHIBANI SHAH - Leader - Brand Comms Fabric Care India
2. Sharat Verma - Chief Marketing Officer; VP & Busines
3. Enakshee Deva - Head- Corporate Communication & CSR
4. Ganesh Shankar - Senior Brand Director - Fabric Care

AGENCY
BBDO Mumbai *Lead Agency

1. HEMANT SHRINGY - CHIEF CREATIVE OFFICER
2. OMAR KHAN - CLIENT SERVICING DIRECTOR
3. JOSY PAUL - CHAIRMAN & CHIEF CREATIVE OFFICER
4. SURAJA KISHORE - CEO
5. NAINA MEATTLE - VP- PLANNING
6. Sandeep Sawant - ECD


SUMMARY

In its 7th year Ariel #ShareTheLoad was faced with a challenge to beat its own previous benchmarks and competition to grow equity and sales. Plugging into radical impatience for gender equality among women, this year the brand called out double standard of men. If they can share the load with other men, why not with their wives? In doing so See Equal #ShareTheLoad proved that purpose-led-brands can win market by increasing sales by 9% and hearts with an emotional equity boost by 49%, both consistently!

CASE VIDEO


Audience: Build brand equity, Increase brand loyalty, Retain Existing Customers