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.

In 2018, Ariel launched Ariel liquids, a variant meant for the young evolved audience. We had to beat Surf Excel with a third of their media budget and achieve 100% sales growth for the portfolio, Improve equity rank from 4 to 2

The target audience

In India, laundry is a responsibility of a...

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