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Emotional Film for Ariel India Urges More Men to #ShareTheLoad When It Comes to Chores

19/04/2023
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Latest edition of campaign from BBDO India spotlights the long-term impact of unequal distribution of chores on relationships

Since 2015, Ariel has been sparking meaningful conversations to drive equality in the division of household chores and urging more men to #ShareTheLoad. In the spirit of keeping this conversation going and furthering the cause of equality within households, Ariel recently launched its latest edition of the #ShareTheLoad movement with the film 鈥楽ee the signs #ShareTheLoad鈥. This year鈥檚 movement spotlights the long-term impact of unequal distribution of chores on relationships, urging more men to #ShareTheLoad for an equal and happy marriage. Ariel鈥檚 latest film raises a pertinent question: 鈥淎re you growing together or apart?鈥 Ignoring inequality in the distribution of household chores is creating an emotional distance in some relationships.

A recent survey shows that 74% women have given up talking to their partners about sharing the load in the house. Ariel firmly believes that the foundation of a strong relationship is based on equality; where both feel respected, appreciated, and valued. Couples that do chores together and share the load are happier and have a stronger bond. It reduces the stress and burden from one of the partners and can boost companionship and happiness. Over 95% couples surveyed believe that doing chores together will improve their relationship.

This new Ariel 鈥楽ee the signs #ShareTheLoad鈥 film showcases the story of an elderly couple and how their relationship has changed over time. Their daughter, who is visiting them, notices signs of distance between her parents and confronts her father on their way to the cinema, which her mother declines to join at the last minute. The father shares how the emotional distance between him and her mother has grown over time and how today 鈥榯heir鈥 shared life has turned more into 鈥渉is鈥 and 鈥渉er鈥 life without the shared moments. The daughter explains that the effect of disproportionate load on her mother could be the reason.

The father realises how he has been taking his wife for granted and vows to share the load. He realises that when you commit to share your life with your partner, it also means that you commit to share the load with her. The car takes a 鈥楿鈥 turn. almost like a 鈥楿鈥 turn in his own life. The film moves to day two, where the wife wakes up with the whirring sound of the washing machine, wondering who started the laundry. To her surprise, she notices her husband coming towards her with two cups of tea. It鈥檚 a poignant moment when the husband says, 鈥淐an we start again?鈥 She is amazed yet pleased, smiles, and together they are seen having a sip and chatting happily around the washing machine. 

The film reflects the experiences of many couples who continue to face inequality in their relationships. Many men have started to do more, and many even take up their full share of responsibilities within the home and #ShareTheLoad equally. For those who have not, the film serves as a reminder to recognize signs of inequality in their relationship. While the husband in the film realizes this in his later years, it is crucial for young couples to recognize the impact of inequality and start sharing the load today to build a happy and equal married life.

Sharat Verma, chief marketing officer, P&G India, and vice president - Fabric Care, P&G Indian subcontinent said: 鈥淲ith our movement Ariel #ShareTheLoad, our aim has been to strike meaningful conversations that help drive positive change and address inequality. This year鈥檚 communication is based on the insight that the unequal distribution of chores can have a long-term effect on relationships. In fact, 81% of women surveyed feel that unequal distribution of chores has affected their relationship over time. Over time the unequal distribution of household chores can lead to one partner giving up and create a distance in the relationship. But on the other hand, we know that the foundation of a strong relationship is based on equality, where both partners feel respected, appreciated, and valued. Our recent survey showed that 95% couples believe that doing chores together will improve their relationship. Therefore, with this film Ariel is urging us all to see the signs and #ShareTheLoad to grow together.鈥

Josy Paul, chairman and chief creative officer, BBDO India said: 鈥淭he latest edition of #ShareTheLoad is an eye opener for married couples and for the younger generation. It is based on something we have been noticing in society 鈥 a growing section of men who are discovering that they have lost out on their relationship but don鈥檛 know why. It is a hidden truth that no one is talking about. The truth that there is an emotional distance between couples because of the unequal distribution of household work. As we see in the film 鈥榯he woman keeps on giving and giving鈥 till she finally gives up鈥. 鈥楽ee the signs #ShareTheLoad鈥 is a resolution, a step towards realizing that to share life together, we need to share the load.鈥

For the first edition of the #ShareTheLoad campaign in 2015, Ariel raised a very pertinent question - 鈥業s laundry only a woman鈥檚 job?鈥. With the 2016 鈥楧ads Share the Load鈥 movement, the conversation aimed to highlight the prejudices that pass down from one generation to the next. In 2019, with 鈥楽ons #ShareTheLoad鈥, the brand urged sons to #ShareTheLoad at home with the core question 鈥 鈥楢re we teaching our sons what we are teaching our daughters?鈥 Share The Load for 鈥楨qual Sleep鈥 in the year 2020 was all about impact and action. It highlighted the impact of the unequal division of chores on their wife鈥檚 well-being and leveraged it with men to drive an urgency to act. Last year鈥檚 film Ariel See Equal #ShareTheLoad was about seeing your spouse equally because when you See Equal, you #ShareTheLoad.

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