“After 7 years of award-winning movements of Ariel #ShareTheLoad, how do we keep the brand purpose engaging and effective to deliver brand equity & sales? We kept digging further and discovered that – while the divorce rate in India is just 1%, 65% women feel an emotional-distance from their spouse. Men are unable to see how unequal distribution of housework is negatively impacting their relationship over time. We coined the term ‘Silent-Separation’ to highlight this issue and get men to see the signs of the emotional-distance in their marriage due to unequal distribution of chores.
Through 100-Househelps we further understood signs they see in the lives of couples in whose houses they work at. Through a mass vow-renewal, we got men to go down on one knee in front of a washing-machine and commit to be equal partners to their wives.”