Her father is watching her and appears to notice the inequality of the situation for the first time. We saw an opportunity to break that cycle by speaking to dads and shining a light on how they were unknowingly teaching their children the prejudice of inequality at home. It turned into a circle of prejudice that continued in generation after generation. Key Takeaways Through both these films, the brand attempts to portray a progressive thinking from both the genders, first the mother-in-laws and second the father himself for not creating an environment of equality for the kids. As a mother of a boy and a girl, I truly believe this is possible. And since its introduction, Ariel has undergone a steady stream of progressive product innovations. Beyond that, labels were included in clothes sold on Amazon and Flipkart, and an integration with leading matrimonial websites in India saw thousands of men agreeing to share the load of housework in order to find a partner.
This campaign won a Glass Lion last year for its content marketing. Towards this, Ariel has continued to raise pertinent questions that make the audience think, introspect and act. She rushes to the kitchen to make tea for her husband and the old man remembers via a voiceover how his little girl, who used to play with her doll house, now manages her own house. Because as a child, she never saw her own father help her mother. And over the years, this has had a significant impact. It highlights that how children get influenced by parents and how they can put you to shame. How do you think brands should be responding to these changes? Ariel was all about performance and removing tough stains.
Even within the same progressive households, there is often a difference in the way our sons and daughters are being raised. When we came out with ShareTheLoad last year it focused on the condition at home which is inequality. So here comes an ad that turns that logic on its head. There have been a lot of brands in India that have started taking on those conversations. From a more business point of view it was about driving far greater relevance and sales. These are women who live in the top ten metros of India.
The ad ends with the super: 'Why is laundry only a mother's job? Â Because when the sons of today become husbands of tomorrow, they should be equipped to share the load. The big difference between this one and Ariel's previous ad is that while the first emphasised gender inequality as seen by two women, here the observer is a man. Coming to the execution of the ad, the two old women have given a wonderful performance. By placing the brand in the corner of Indian women who face two jobs — one in the office and one at home — every day. The story could help enable dads to make a big change within their family and society, helping to break that cycle.
Despite progress, more work is still to be done. We had all the material needed, completing it in limited words and a two-minute film was the challenge. How children learn prejudice from their parents and then pass it on. Both these stories are crisp and stir away from preachy aspect making it more engaging and thought-provoking, hinting people to bring about a minimal transformation in their lifestyle that will lead to a huge change. When we studied that a little further through conversations with women and men, we saw that dads not helping out within the house was a behaviour that both the son and daughter learnt to emulate as they grew up. A vintage soul wedged in a wrong era, Aishwaria is contemplating life through the stardust of words. © Copyright 2017 All rights reserved including database rights.
Having raised the issue if gender and equality, it was about trying to get to a solution or a means of trying to stop the cycle of gender inequality. Laundry is almost the face of the change we are trying to drive across the country. Nestle with their new communication and a few other brands. Please review and accept these changes below to continue using the website. We have a global internal award judged by a global jury that helps gauge the potential of all entries.
Ariel is a premium detergent brand in India. Ariel, removing the stains of gender inequality has managed to build a social property, ShareTheLoad and brought in an amalgamation of their brand identity and an ideology of their belief, thus crafting an initiative that sprints beyond just social media marketing. By telling the stories of real-life modern Indian couples who share the load at home, it could have given the audience a role model to follow. The film features two seniors acknowledging with delight the evolving professional scenario of women, while sharing how her daughter in law earns more than her son as she is seen working in the background, just when her husband pokes his head out asking her about not washing his green shirt. How are notions of masculinity changing? The central team is armed with years of experience across awards and they helped us put the concept in a context suited for a global jury. With more media exposure and more companies coming in there were a lot more opportunities coming about.
Â While the weight of external jobs is often split between the couple, women continue to single-handedly take responsibility of the household chores. Three-quarters of them felt that men preferred relaxing to helping with the household chores. That led us to our hypothesis of gender inequality at home and we wanted to validate it and see how deep this was running among our target group. Once the entry is selected, a team of experts gets together to fine-tune and re-construct it for the global awards. It was a closed economy with far fewer influences. How can brands encourage more progressive gender roles? By showing the progressive gender roles.