Share The Load

A highlight of my time in India was helping amplify this global conversation for gender neutrality at home. It was born from a simple observation in each and every one of our households - despite growing equality in many aspects of life, women would still be the ones doing the laundry.

The answer was a movement inviting men to Share The Load, and it would elevate Ariel’s role in India from another detergent to a cultural brand. Apart from the usual media, this first series approached the conversation from several unique touch points. From His & Her detergent packs to wash care labels to laundry training programs and even partnerships with matrimonial websites.

The entries we worked on would become the first wins of the most awarded ongoing campaign in Indian advertising history.