Ariel India’s Sons #ShareTheLoad campaign has received over 20 million views. The latest film by Ariel India has started a conversation about raising sons and daughters equally.
Endorsing this thought, Facebook’s Chief Operating Officer and founder of LeanIn.org, Sheryl Sandberg said, “We teach our daughters to stand on their own feet. But we don’t teach our sons to lend a hand. This is such a powerful ad about how stereotypes get passed on from generation to generation – but now we have the opportunity to change that.”
The movement has gained support from celebrities like Rajkummar Rao, Patralekha, Sanjeev Kapoor, VVS Laxman, Neha Dhupia and Soha Ali Khan.
Partnering Ariel in making laundry the face of the movement is Whirlpool. KG Singh, Vice President – Marketing, Whirlpool India, says: “Whirlpool believes in creating happier homes and this is enhanced when family members share household responsibilities. Whirlpool is proud to support Sons #Sharetheload as the campaign’s key message is integral to brand Whirlpool’s ethos.”
Sharing her views on the early success of the film, Sonali Dhawan, Marketing Director and Fabric care Lead, P&G India, said: “We can see that the campaign is striking a chord. We are seeing an outpouring of personal stories, anecdotes and letters across social media platforms. We garnered 15 million views in just 2 weeks. It goes on to show that the message, the film and the cause are truly resonating with the audience. Ariel is proud to be at the forefront of converted effort in addressing the inequality at home and move the society to a happier, more equal future. This is just the beginning.”