2.1 million men pledge support for Ariel India's Dads#ShareTheLoad campaign

The campaign that won five lions at Cannes received widespread national and international acclaim. Interestingly, 2,600 men showed solidarity towards gender equality by creating a Guinness World Record of most number of men washing clothes together

BestMediaInfo Bureau | Mumbai | August 3, 2016

Launched in February 2016, Ariel India's Dads#ShareTheLoad campaign garnered widespread national and international acclaim from consumers, media, advertising and marketing industry and celebrities for its impactful message of change. 2.1 million men pledged their support for the campaign. 2,600 men showed their solidarity towards gender equality by creating a Guinness World Record of the most number of men washing clothes together.

The campaign that addresses the important issue of gender prejudice has resonated globally. Launched with a powerful digital film, Ariel India created a social storm with the film going viral internationally and garnering over 50 million views in just 50 days.

The campaign also bagged top international honours at The Cannes Lions and took home five Cannes Lions (a Cannes Lion every night of the prestigious awards ceremony), becoming the most awarded Indian campaign in the event's illustrious history. The campaign also won a host of other international and national awards, including the Laadli Grand Prix Award, Gold Emvies and Black Dragon at Dragons of Asia.

Sharat Verma, Associate Director, Fabric Care India, said, “We are delighted with the reception to the movement and we are thrilled to have been recognised at internationally celebrated platforms like the Cannes Lions. This is a testament to the message of the movement and the resonance it has with our consumers. Ariel India will continue to join women across the country to address gender prejudice and we will continue to encourage more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results.”

The films also received the support and endorsement of a wide variety of international and Indian personalities and partners like Sheryl Sandberg, Melinda Gates, Pankaj Kapoor, Supriya Pathak, Tabu, Irrfan Khan, Mary Kom, Whirlpool and Akshara Centre among others.

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