Procter & Gamble detergent brand Ariel has created a short film that encourages Indian men to share the responsibility of doing the housework chores.
A two-minute film created by BBDO India depicts a typical middle-class Indian household scene in which a father notices his daughter rushing about the home while her husband reclines in a chair.
The film is a follow-up to an earlier piece that questioned whether doing the laundry is a woman’s job, told from a woman’s perspective.
Josy Paul, chief creative officer, BBDO India said: “Share the Load is not just a campaign, it’s a movement for change. By raising a mirror to society, the brand is seeking a better world where there’s equality in household chores, specially laundry. We were looking for a deeper message.”
“We felt there’s a need for a bigger story of self-examination, realisation and reconciliation,” he said. “We were looking for something with greater empathy and authenticity… something that more people could relate to. That was our big thing… to create greater understanding and genuine change. The movement going forward will have more elements to help drive behavioural change in the area of laundry. It’s all very exciting.”
Creative Agency: BBDO India
Director: Shimit Amin
Executive Creative Director and Writer: Hemant Shringy
Creative Director: Umma Saini
Planning: Rajat Mendhi, Manisha Sain
Account Management: Rohit Chatterjee, Nilza D’Mello
Chief Creative Officer: Josy Paul
CEO: Ajai Jhala
Agency Producer: KV Krishna
Production House: Red Ice
Producer: Gary Grewal, Vandana Singh, Richa Krishna Lal