Ariel India makes it easier for Dads to #ShareTheLoad

Bollywood Superstar Irrfan Khan launches Ariel’s new ‘ShareTheLoad’ pack which carries the world’s first ‘Odd-Even’ Laundry Calendar!

BCR NEWS (New Delhi): Globally renowned actor Irrfan Khan along with his wife, Sutapa, joined Ariel India’s Dads #ShareTheLoad Movement, at a press conference here in New Delhi. The superstar was proud to partner with Ariel India to launch the new Ariel Matic ‘ShareTheLoad’ pack which comes with the world’s first ‘Odd-Even’ laundry calendar, which encourages men to do laundry on odd days and women on even days. “I encourage dads, husbands and men across the country to join the #ShareTheLoad movement”, said Irrfan, who was at the launch of the new pack, with an interesting twist – turning laundry and household chores into an Odd-Even partnership, promoting household equality. “I am delighted to launch the ‘ShareTheLoad’ pack with the ‘Odd-Even’ calendar with my wife,because it makes it easier for dads like myself to help with household chores like laundry. And what better than using Ariel Matic ”, added the actor.

Ariel India’s Dads #ShareTheLoad movement has over the past two months, garnered extensive local and global acclaim, with the campaign joining women across India in amplifying their debate for household equality. The ‘Dad #ShareTheLoad’ film has already received close to 50 million views globally. The conversation of inequality within the household, particularly when it comes to household chores is one of growing social importance for women across the country and indeed the world. In India alone, more than 80% of women believe that – men feel household chores are ONLY a woman’s job**!. Feeling for occasion, Irrfan went on to state,when I saw Ariel India’s Dads #ShareTheLoad TV Commercial, it brought to surface something essential that household chores, like laundry is more of a joint responsibility. It is the right message to set for the next generation and I want my own children to be raised with the values of equality within the home and not just restricted to chores alone.

As the social debate continues to evolve, a new study by an independent third party reveals that 2 out of every 3 children believe that household chores are a mother’s job*, with the stereotype of gender roles being passed down from one generation to the next. A further astonishing  81% of married men in India believe their daughters must learn how to do the household chores,  AND a further 76% of married men in India believe that not helping with the laundry at home still makes them a great role model for their children. These statistics are a clear reflection of a deep-rooted prejudice with defined roles for men and  women. Ariel India’s Dads #ShareTheLoad movement joins women in bringing this conversation to surface and has already received local and international support from the likes of Pankaj Kapoor, Supriya Pathak and Tabu to Sheryl Sandberg and Melinda Gates. The movement has created a strong resonance with men and women alike, with dads now stepping forward to join the cause.

Speaking on his efforts at home, Irrfan Khan commented, “It’s common for men to shy away from responsibilities at home . However, it is even more important to make the effort to #ShareTheLoad. If not for our partners, then atleast for our kids, who we need to ensure are raised in world of equal opportunities both outside and within the home.”. The multi-award winner went on to add, “Something as simple as doing the laundry can go a long way in making a difference. It’s okay to struggle with the tasks at first. As did I. But with products like Ariel Matic which give you results, no matter who does the laundry, it becomes all the more easier to #ShareTheLoad”.  

Writer and wife – Sutapa Sikdar added – “We need to address this deep rooted prejudice, and ensure the next generation leaves with the right message of quality within the household. I am proud that Irrfan has joined this important cause of promoting equality within the household and we are excited to support this innovative idea of laundry going Odd-Even with the launch of the ‘ShareTheLoad’ pack.”

Commenting on the launch , Associate Brand Director, Sharat Verma said, “Ariel India is proud to join women, in the movement to address inequality in the division of household chores like laundry. We are delighted to launch the new Ariel Matic ‘ShareTheLoad’ pack which carries with it the world’s first ‘Odd-Even’ laundry calendar to help couples who would like to divide the laundry task equally. I am confident that with Ariel Matic, which delivers outstanding laundry results effortlessly, more men across the country will support the movement and join #ShareTheLoad.”

The new film from Ariel India has more importantly received the support of women across the globe as they continue the debate on household equality. The film has garnered ~50 Million Views across the globe.

You can join the Dads #ShareTheLoad Movement too!

Watch The Film -> https://www.youtube.com/watch?v=xogBz71IHAo

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Disclaimers:

*All claims were generated from men, women and children (ages 10 to 14) who were in agreement with the above statements as per a 4-city (542 person) survey conducted by an independent third party in Mumbai, Delhi, Bangalore and Hyderabad in January 2016

**Claims generated from men and women who were in agreement with the above statements as per a 5-city (1250 person) survey conducted by an independent third party agency in Mumbai, Delhi, Chennai, Hyderabad & Bangalore, in November 2014.

***Based on lab test, on overall better stain removal vs premium front load Matic detergents

About Procter & Gamble India
P&G serves nearly five billion people around the world with operations in approximately 70 countries worldwide. P&G is one of the largest and amongst the fastest growing consumer products companies in India. Its presence pans across the Beauty & Grooming segment, the Household Care segment as well as the Health & Well Being segment, with trusted brands that are household names across India. These include Vicks ®, Ariel®, Tide®, Whisper®, Olay®, Gillette®, AmbiPur®,Pampers®, Pantene®, Oral-B®, Head & Shoulders®, Wella® and Duracell®. 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 and 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.

Footnotes:

Sheryl Sandberg, Facebook’s Chief Operating Officer, called it “one of the most powerful videos I’ve ever seen“. Sharing it on her FB page, Sheryl Sandberg added, “When little girls and boys play house they model their parents’ behavior; this doesn’t just Impact their childhood games, it shapes their long-term dreams. In this #ShareTheLoad campaign, Ariel India, show fathers and husbands can take small steps (like doing laundry) to create more equal homes. The real win is the way they are changing stereotypes and showing that a more equal world would be a better world for all of us”.

Melinda Gates, who has previously voiced the importance of equality between the sexes, including personally highlighting the fact that – In India women spend about 6 hours on household work, where men spend less than 1 hour, said of the film on her twitter page, “When men and women challenge the assumption that household chores are women’s work, everyone benefits #ShareTheLoad”.