Campaign sparked discussion about gender roles

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.

- SHASHWAT VATSA AVP, Brand Olyv

Why the campaign rocks: 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?"