ARIEL INDIA ACHIEVES A GUINNESS WORLD RECORDS® CERTIFICATE & ENABLES NEXT-GEN TO #SHARETHELOAD
Anil
Kapoor leads by example as 400 sons take up household chores as part of the
culmination of Ariel’s Sons#ShareTheLoad ~
Mumbai, 17th
May 2019: In a historic celebration of the culmination of their latest
campaign Sons #ShareTheLoad, Ariel India attempted and achieved a Guinness World
Records certificate by imparting the Largest
laundry lesson to sons of today, so that they can grow up to be equal
partners tomorrow. Joining the movement was
leading Bollywood star, actor, husband and dad par excellence - Anil Kapoor who lead by example and encouraged
the participants. Ariel launched the 3rd edition of their
#ShareTheLoad movement earlier this year, urging the current generation to
raise their sons like they have been raising their daughters, so that the next
generation can lead more equal lives. Supporting that thought, celeb mom Mandira
Bedi joined the Largest laundry lesson
to impart the required skills to young men and pledged to raise her son with
the values to #ShareTheLoad. For the record, 400 sons came forward to show
solidarity towards the cause by learning how to do laundry, because with Ariel
laundry is the simplest chore to start sharing the load with.
Ariel has been unearthing the reality of inequality
within households since 2015, and with their 2019 campaign Sons #ShareTheLoad
Ariel raised a pertinent question, “Are we teaching our sons what we are
teaching our daughters.” Ariel believes that one of the prime factors for the
existing household inequality is that the sons of today are not taught to, and
not equipped to share the load at home. It
is the sons of today who will become partners of tomorrow and it’s crucial that
they are also taught household chores like laundry, cooking, etc. so that we
are equipped to progress towards a more balanced and equal society. Ariel continues to have this
conversation by making laundry the face of the movement against inequality
within households.
The Sons#ShareTheLoad
Movement, initiated on January 24, 2019, has
garnered 73MM views nationally! Ariel India has received tremendous support
with a host of famous faces and diverse partners joining in to demonstrate
their support. This includes the celebrities like Rajkumar Rao, Patralekha,
Jwala Gutta, Ravi Dubey, Sargun Mehta, Siddhant Chaturvedi, Neha Dhupia, Angad
Bedi, and global names like Sheryl Sandberg, COO of Facebook and Ariana
Huffington, Founder of The Huffington Post. Other brands like appliance giant Whirlpool,
publishing house Navneet Prakashan, PVR, Hello English language Application,
Big Bazaar, Metro Cash & Carry, all joined in the cause to show their
solidarity towards household equality.
The third leg of the #ShareTheLoad campaign
went all out to spread the message of domestic equality by roping in multiple
partners. Ariel tied up with Navneet Prakashan to develop gender equal colouring
books. Ariel conceptualised something as simple as SON-DAY whereby
they appealed to the sons of India, to dedicate their Sundays to learn
household chores and be capable to shoulder domestic responsibilities. The
brand launched a rap song, to appeal to the young boys and talk to them with
aids of their interest, on ‘why’ and ‘how’ to share the load and start with
laundry! Ariel also tied up with highest reach commute touch point, auto
rickshaws in Maharashtra to spread the message wide and deep, that when a boy
learns at home, the society progresses as well!
Focused initiatives
driving a big vision, is what Ariel #ShareTheLoad is committed to. Ariel has
seen a steady change in how men and women perceive household responsibility. In
2015, when we launched the campaign, we found that 79% men thought household
chores are a woman’s job. In 2016, 63% married men thought household chores are
a woman’s/daughter’s job while all ‘outside’ work is a man’s/son’s job. In
2018, this number has come down to 52%. More men today are sharing
the load than ever before. However, we are still many
steps further from the ideal state of an equal future. The newly released
edition of #ShareTheLoad has resonated with many parents, newly married
couples, influencers and has already received tremendous support and
commendation from audiences across India.
Excited on being a part of this global record and further encouraging
the sons of today to Share the load, Anil
Kapoor commented, “Children imbibe most of the values while they are young.
I would like to thank my mom for raising us right, which is why when I married
Sunita, supporting her came naturally to me. Together we’ve tried to inculcate
the same values in our children as well, ensuring that irrespective of their
gender, they are brought up as equipped to believe in, and demonstrate the
values of sharing the load. I couldn’t be happier, that my daughter chose to
marry someone who also believes in shared dreams and actions. Today, I’m glad
that I am present to commemorate the GUINNESS WORLD RECORDS record of the Largest laundry lesson. This is a
revolutionary step by Ariel, one that will further the cause of equality within
households! Committing to #ShareTheLoad is important and will lead to happier
homes across the country!”
Mandira Bedi, who has been quite vocal in her support of gender equality at home,
added, “As a mother of a young son, I can confidently say that the campaign and
the cause will have resonated with a lot of young moms like myself. Learning to
#ShareTheLoad between partners needs to be a way of life and hence needs to be
taught at an impressionable age, so that it becomes a habit eventually. I am so
glad that Ariel has undertaken this initiative to encourage gender parity, and
so proud of the young men here today, who by participating in the Largest
laundry lesson are setting a great example for the young sons of India!”
Sonali Dhawan, Marketing
Director and Fabric Care Leader, P&G India,
said, “#ShareTheLoad has always sought to
address the inequality within the household, by raising questions that make the
viewer think, introspect and act. With Sons #ShareTheLoad, we focussed on the
younger generation, who if raised in a balanced manner, will grow up to be a
generation of equals - the responsibility lies with our generation of parents.
We want to equip the younger generation to be able to shoulder responsibilities
and do it in a manner that is interesting and engaging for them. An attempt to achieve
the GUINNESS WORLD RECORDS certificate for the Largest laundry lesson is yet another step towards creating a more
equal tomorrow where the next generation exhibits household equality. Ariel
will continue to be the face of the change because with Ariel, it’s so simple
to do laundry that there’s no reason for anyone to not share the load!”
Watch Ariel’s Sons #ShareTheLoad
campaign video here-
About #ShareTheLoad: Ariel #ShareTheLoad movement started in India to
address the household inequality that exists in our society. In 2015, Ariel
raised a very relevant question - ‘Is laundry only a woman’s job?’ to draw
attention to the uneven distribution of domestic chores. With the 2016 ‘Dads
Share The Load’ movement, the conversation was aimed at unearthing the reason
for the disparity, which is the cycle of prejudice passed down from one
generation to the next. The movement has had a significant impact over the
years, with more men sharing the load than ever before. In 2015, 79%* men
thought household chores are a women’s job. In 2016, 63%* men thought household
chores are a woman’s / daughter’s job and ‘outside’ work is man’s / son’s job.
In 2018, this number has reduced to 52%*. Despite progress, more work is still
to be done. Towards this, #ShareTheLoad recently launched the third leg of the
movement with Sons #ShareTheLoad because, with Ariel, laundry becomes the
easiest chore to start sharing the load with!
About Procter & Gamble India: P&G serves consumers in India with one of the
strongest portfolios of trusted, quality, leadership brands, including Vicks ®,
Ariel®, Tide®, Whisper®, Olay®, Gillette®, AmbiPur®, Pampers®, Pantene®,
Oral-B®, Head & Shoulders® and Old Spice®. P&G operates through 3
entities in India of which 2 are listed on NSE & BSE. The listed P&G
entities are: ‘Procter & Gamble Hygiene & Health Care Limited’ and
‘Gillette India Limited’, whereas the unlisted entity (which is a 100%
subsidiary of the parent company in the U.S) operates by the name ‘Procter
& Gamble Home Products Ltd.’ Please visit http://www.pg-India.com for the
latest news and in-depth information about P&G India and its brands.
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