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Ariel - Share The Load

Award: Wood Pencil

Wood Pencil / Integrated & Innovative Media / Integrated - Large Business (over 500 employees) / 2016

Women in India have two jobs, one at the office and the other at home. They have to do all the household chores alone. The woman has the complete onus when it comes to cooking, cleaning, laundry, taking care of the kids and the man himself. While the man doesn’t even make his own tea !or wash his own clothes as a leading detergent brand in the country, Ariel decided to address this issue and wash away the cultural stain of gender inequity at home. And so we launched “Ariel Share The Load”, making laundry a representative of all household chores.

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