Ariel’s newest film reveals the formula for a happier home
Share the load, multiply the love
There was a magic formula that kept most Indian homes ticking. Sweaty workout clothes and ink-stained school uniforms were transferred from the laundry basket ( or the bedroom floor, in the case of runaway socks) to the washing machine by Ma. A heaping of Ariel detergent, and the culprits were transformed into comforting, clean garments, then lovingly separated and folded by Dadi.
It was a seamless system that many of us took for granted — until the lockdown changed everything.
Indians were challenged to become self-reliant as work from home came into effect and household duties doubled. And it was heartening to see how many families stepped up to #ShareTheLoad.
As husbands, sons and fathers began to take on equal responsibility in the home, they multiplied the love and became a source of much-needed comfort to the women in their families.
From the launch of the campaign in 2014, when 79% of men polled thought laundry was only a woman’s job, the impact of the message has been obvious, with only 41% sticking to this stance in 2019.
Clocking in over 18 million views, Ariel India’s most recent Share The Load, Share The Love film conveys a powerful message: What we learn in crisis will help in times of comfort.
It stays true to the company’s sincere attempts to spark conversation around the unequal division of domestic chores, and gives us a plan to enable a happier household.
“Crisis is a great teacher,” says Sharat Verma, CMO, P&G India and Head, Fabric Care Indian Subcontinent. “Today, more men are actively participating in household chores than ever before, and have probably realised through first-hand experience, the amount of effort and time it takes to balance work and household chores. We believe there is something beautiful when a son, father, or husband comes forward to #ShareTheLoad.”
Rising up to a crisis proves the true mettle of an individual. Ariel’s philosophy challenges families to pitch in and work as a team, and let this spirit of equal partnership become our new normal.
If there’s one thing 2020 has taught us, it’s that we’re all in this together.