Ariel – Dads Share the Load
In a category of 30+ brands and half a billion consumers, Ariel wanted to launch a new Matic Pack and hit sales growth. The big challenge that lay ahead for Ariel was to beat the Goliath brand Surf Excel by driving highest awareness and superiority. No matter how successful Indian women are professionally, at home, doing household chores is completely their responsibility. This age old thinking has been passed from generation to generation, by example since kids grow up watching their mothers do laundry, and fathers watching TV. The brand challenge was to make one of the most mundane household chores – laundry, a point of conversation and Ariel the conversation starter. The core task was to help ease the life of consumer – the woman of the household and convince her that Ariel understood her, appreciated her and cared about her as much as about the clothes she washed.
According to a Nielsen survey, 78% of girls in India agree that they need to learn laundry, as they will have to do it when they grow up. Ariel took up the task to end the cycle of household inequality against women at home. Ariel wanted to involve dads in setting the right example for their children, especially for their little girls. We recognized that Dads are the ultimate hero for children and we wanted to remind dads that with great adoration comes great responsibility. Thus was born a powerful video communication that would tug the heartstrings of mothers and fathers #DadsSharetheload.
The campaign didn’t just achieve business results but also became the voice of the world. Most importantly, Ariel has helped remind Dads around the world that by sharing the load, they are helping not just their wives but also their children wash away the stain of inequality.
Click here to view the campaign video.
If you, too, have executed exemplary digital campaigns in the last one year, go ahead and submit your nominations for the DOD Awards 2017 – India’s most coveted Digital honour.
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