On the spot with Shashwat Vatsa, AVP, Brand Olyv

Why the campaign rocks:

The “Share the Load” campaign by Ariel was a game-changer in Indian advertising, addressing a critical yet often overlooked societal issue: gender inequality in household chores. Launched in 2015, the campaign spotlighted the cultural norm of women being solely responsible for domestic tasks, especially laundry, and posed a simple yet profound question: “Is laundry only a woman’s job?”

With emotional storytelling, the campaign highlighted the invisible burden borne by women in Indian households and encouraged men to share responsibilities. Ariel seamlessly tied its product to the message, showing how its detergents make doing laundry easier for everyone, regardless of gender.

The campaign evolved over the years with themes like encouraging fathers and husbands to actively participate in chores. Its powerful messaging not only resonated with urban and progressive audiences but also sparked nationwide discussions about gender roles. “Share the Load” became more than just a campaign — it was a movement that positioned Ariel as a socially responsible brand while making laundry a symbol of shared responsibility.