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Category

Award

2016 Creative Effectiveness

SHARE THE LOAD

Grand Prix

Case Film

ClientPROCTER & GAMBLE INDIA
ProductARIEL MATIC
EntrantBBDO INDIA Mumbai, INDIA
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness
TitleSHARE THE LOAD
Product/ServiceARIEL MATIC
Entrant : BBDO INDIA Mumbai, INDIA
Idea : BBDO INDIA Mumbai, INDIA
Production : RED ICE FILMS Mumbai, INDIA
Credits
Name Company Position
Josy Paul BBDO India Chairman & Chief Creative Officer
Hemant Shringy BBDO India Executive Creative Director
Sandeep Sawant BBDO India Executive Creative Director
Balakrishna Gajelli BBDO India Creative Director
Umma Saini BBDO India Creative Director
Hitesh Shah BBDO India Studio Head
Rajat Mendhi BBDO India Executive Vice President - Planning
Ajai Jhala BBDO India Chief Executive Officer
Shimit Amin Red Ice Films Director
Gary Grewal Red Ice Films Producer
Siddheshwar Sharma BBDO India Vice President
Vikram Turakhia BBDO India Account Director
Kunal Matta BBDO India Sr. Account Executive
Dimple Shetty BBDO India Planner

Brief Explanation

This is a story of how Ariel, in the face of competition, created a new deeper relevance by turning its back on clothes stains, and focusing its attention on the cultural stain of gender inequality at home. For years the brand had led India's premium detergent category with a focus on product performance and stain removal. But as key competitor Surf became more relevant and newsworthy to urban Indian women with its ‘Dirt is Good’ campaign, Ariel needed to respond to stay on top. We knew our communication needed to create a new deeper relevance to drive sales on the brand by driving a new contemporary conversation. But we also knew that aping the competition was unlikely to achieve this. So rather than taking the fight to Surf, we set about fighting a more pressing cultural issue. Share the Load wasn’t just a new idea for the brand, it was a social movement for the nation. One that tapped into forces of progress – hidden, yet seismic – that are demanding that Indian women be treated and respected as equal to men. And in doing so incited a far reaching national debate about gender inequality in the home. Our delivery was as progressive as our mind-set. Provocative content was complimented by unexplored media like packaging, matrimonial websites and even the forgotten wash care label on clothes. The result was that our movement more than delivered on objectives it sought. As 1.57 million men pledged to share the load, Ariel benefitted from USD 10 million in earned-media publicity. Thanks to the resulting increase in purchase intent, Ariel grew value and volume sales by 106% and 105% respectively.