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Ariel asks sons to #ShareTheLoad


Continuing to address the issue of gender inequality within the household, we launched our third season of the #ShareTheLoad campaign, because with Ariel, anyone can achieve impeccable cleaning results, no matter who does the laundry!

It is true that more men today Share The Load than ever before. But, based on a survey carried out by an independent third party, we’ve found that there’s still a long way to go if we want to achieve total equality within the household:

With the belief that mothers have a strong empathetic point of view, Ariel now urges mothers to raise their children as a generation of equals. “The onus lies on our generation as parents” commented Sonali Dhawan on the movement, the marketing director of P&G India.

The sons of today are the husbands of tomorrow

In the latest edition of the #ShareTheLoad movement, Ariel asks yet another relevant question: Are we teaching our sons what we are teaching our daughters?, based on an uncomfortable truth that’s so true for today. While society is changing rapidly, there is not enough attention on raising sons differently. Making laundry the face of the movement, Ariel India’s latest campaign wants mothers to raise a new generation of sons who know how to #ShareTheLoad. So that when the sons of today become the husbands of tomorrow, they will be equipped with the knowledge and attitude to Share The Load.

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Titled “Sons #ShareTheLoad”, the campaign has resonated with many parents, newly married couples, and influencers, and has already received tremendous support and commendation from audiences across not just India, but the whole world, as well. The film was released on January 24th, 2019, and garnered 73 million views by May 2019.

Thanks to Ariel’s #ShareTheLoad campaign series, more men today are sharing the load than ever before.

  • In 2015, 79%* men in India thought household chores are a women’s job and outside work is a man’s job .

  • By 2018, this number has reduced to 52%*.

Despite progress, there is still more work to be done, hence the third season of the campaign.

Influencing equality

A number of celebrity influencers also decided to join the initiative, helping to raise further awareness of the gender inequality in household tasks, discussing the prevalence of gender disparity in India, and the ever more urgent need for sons to #ShareTheLoad.


About the Survey*:

  • For 2018 - Survey conducted by Nielsen with a total of 897 respondents with Males and Females, Married, Between 25-48 years in Mumbai, Delhi, Bangalore Chennai in June 2018

  • For 2015: Claims generated from men and women who were in agreement with the above statements as per a 5-city (1000 person) survey conducted by AC Nielsen in Mumbai, Delhi, Chennai, Hyderabad & Bangalore, in November 2014.