Ariel: Now it's time sons – Share the Load

Ariel, a detergent brand, continued its #ShareTheLoad messaging to increase sales in India by asking sons to share the load through an emotional film, panel discussion and event on National Laundry Day.

The marketing objective

In India Detergent Category, Surf Excel is a heritage brand and consumers were buying it on an auto pilot mode. Surf became the equity leader with the 'daag acche hain' campaign

Thus, #ShareThel_oad was introduced to drive popularity, relevance, brand consideration and purchase intent.

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