Ariel’s new #CelebrateEqual film highlights the sentiment of women who feel that their husbands do not equally share the burden of household chores during festive occasions.
According to a study by an independent third party, only 27% of women feel that their husbands share the workload equally with them during these times, preventing women from fully participating in celebrations.
The film depicts a post-family dinner scenario in which the man is leisurely browsing his phone while the woman clears the table and tends to the baby. The man asks his wife about photos from the dinner, and she asks him to find a picture in which she is also a part of the festivities. In most pictures, she is in the background doing chores and missing out on the celebrations.
“At Ariel, we aspire to build a better world for all of us, a world where everyone sees equal. Over the years, Ariel has brought to light through our campaigns, unconscious bias and conditioning which comes in the way of us achieving an equal world.” He further added, “Even now 61%* of women believe that they do not get to fully enjoy the celebrations because of the unequal burden of household chores. This often goes unnoticed and through #CelebrateEqual we want to help trigger conversations to drive positive change” said Sharat Verma, Chief Marketing Officer, P&G India, and Vice President, Fabric Care, P&G India.
View the film here:
