Share The Load for more equality

#ShareTheLoad for more equality


Welcome to the world of gender equal house housework! Here you can get a comprehensive overview on Ariel’s award-winning campaign, which aims to question gender expectations in the household by raising important issues. Over the years, the #ShareTheLoad movement has had a massive effect on society’s view on traditional gender roles, but there’s still more work to be done if we want to achieve total equality within the household:

How Ariel shares the load in 2019

In Sons #ShareTheLoad, Ariel asks the most relevant question yet raised in the laundry room conversation: Are we teaching our sons what we are teaching our daughters? There’s a visible gender disparity between how we raise our daughters, and what we teach our sons, resulting in unbalanced expectations and burden on married women. It’s time to make a difference by teaching our sons that equality starts at home. We can become changemakers by teaching the next generation what it truly means to be equal simply by sharing the load.

Share The Load for more equality - How Ariel shares the load in 2019

The film was released on January 24th, 2019, and amassed 73 million views by May 2019.

#ShareTheLoad in the social sphere

Be a part of the conversation around equality in the laundry room and see what’s going on in Ariel’s social media accounts.


Making a difference

Ariel has been unearthing the reality of inequality within households since 2015 with the award-winning #ShareTheLoad movement. The initiative was launched in India to address this issue, aspiring for a progressive future and happier households where men and women Share The Load equally. First, we disputed that laundry really is only a woman’s job.

ADP - IN -  Share The Load for more equality - Making a difference Video

Then, in 2016, we asked Dads to #ShareTheLoad, striving to break the cycle of prejudice that was passed down from one generation to the next.

ADP - IN -  Share The Load for more equality - Making a difference Nr3

If you want to know more about the previous years’ campaigns, and see the progress that’s been made on public attitude towards household chores since 2015, read the Share The Load journey!

Celebrities Share The Load

Besides parents, celebrities also play a huge factor in influencing the future behaviour of children. That’s why Ariel is so proud to have its message endorsed by popular personalities as well as bloggers, pledging their support to #ShareTheLoad.


If you want to know more about their thoughts regarding household equality, click on the below button.

Share The Load in the news

Are you interested in the buzz surrounding Ariel’s society-shaping campaign? See what the internet thinks about the #ShareTheLoad movement!

Ariel reignites conversations on household inequality with a new campaign - Sons #ShareTheLoad - Brand Equity

Here's more on ‘Share The Load’ movement by Ariel - CNBC TV 18

Sharing the load: My mother raised me to be an equal, says actor Rajkummar Rao -

This Women’s Day, Ariel fought tough stains—and gender inequality - Vogue India

Ariel and Whirlpool spread the message of gender equality with #ShareTheLoad at Metro Cash and Carry India stores - dailyhunt

On World Laundry Day, Ariel gives fresh impetus to #ShareTheLoad - Adgully

The 2019 Ariel campaign asks sons to #ShareTheLoad

How to Share The Load

Thanks to our selected tips, anyone can become a master of laundry duty! If you want to be a part of the change, but you’re not sure how to get started, begin by reading through our guides below.

In case you’d prefer step-by-step instructions on the correct use of the washing machine, and the many ways to wash different clothes, Ariel is here to the rescue!

Now there can be no excuse for you not to #ShareTheLoad!

About 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.