Melt | Episode 216 | All About 'See The Signs', Ariel's '#ShareTheLoad' Campaign

Last month, Procter & Gamble’s fabric care brand, Ariel, unveiled a new iteration of its popular “Share The Load” campaign. Titled “Silent Separation”, the sixth edition aims to encourage men, women and children to speak up and address the silence on gender inequality at home. To know more, we are in conversation today with Sharat Verma, Chief Marketing Officer, P&G India and Vice President - Fabric Care for P&G Indian Subcontinent, and Josy Paul, the Chairman and Chief Creative Officer at BBDO India. What are the consumer insights that drove the campaign, and how does purpose-driven marketing help the Ariel brand? Let’s find out as we get ready to melt with Sharat and Josy.

[khushboogupta]

Greetings of the day!
I totally love the campaign Sir. But there's a query not just on mine, but my family's part,
"How do we see #ShareTheLoad in a businessman family? We see corporate couples having similar routines or similar share of breaks, but what about the impact on a 12 hour working businessman's wife?

[AnyaDamian]

much needed discussion....men don't realise but they spend so much time on their work and tv and mobile but not with their spouse, I wonder why they don't see the load on her shoulders....
It's bound to affect her emotionally and @Ariel.india for bringing to life an unspoken truth.