Campaign details
Brand: ArielBrand owner: Procter & GambleEntrant company: Symmetry Group, KarachiIdea creation: Symmetry Group, Karachi / Procter & Gamble Pakistan, KarachiMarket: PakistanSector: Laundry productsMedia channels: Online video, Social media, Television, Word of mouth, influencersBudget: Up to 500k
Executive summary
With the world in lockdown, the care burden at home had fallen disproportionately on women in Pakistan. Ariel faced a lockdown-induced challenge of building equity and affinity to counter people switching to lower-priced alternates.
Strictly defined gender roles in Pakistan were firmly reinforced by the...