Ariel, one of India’s leading detergent brands, wanted to grab consumer attention and engage them their male fans with Ariel’s tag line – ‘Anyone can do laundry’. The objective was achieved by creating a social movement that not only changed the category, but also touched traditional norms. With the campaign, we successfully spread the word and built context to the core idea and reached out to more men in India.

It was the first brand in the category to raise such a strong question and create a nationwide debate on all platforms. We successfully sent across the message that laundry is not a boring chore and can be made fun.

Conversation during the campaign tripled than the normal industry average. More 20 Million impressions were received through hashtags. Ariel was successful in the getting more than 1.5 Million men to pledge to #ShareTheLoad leading to an impressive 60% increase in sales.