Thrive Global India teams up with Ariel for ‘Share The Load’ campaign

Thrive Global India and Ariel are adding another layer to this much-needed conversation

MUMBAI: On Women's Day 2019, Thrive Global India is partnering with P&G to amplify Ariel’s award-winning campaign of #ShareTheLoad - a movement that addresses inequality in the Indian household and encourages men and women to equally divide the household chores. This much-needed initiative compliments the mission of International Women's Day 2019 of creating a gender-balanced world, popularised as #balanceforbetter.

It is also a perfect fit for Thrive Global India’s mission to end the stress and burnout epidemic in the country, where women are expected to manage both home and office work, which can lead to increased anxiety, stress and burnout. In its latest edition of #ShareTheLoad, Ariel is asking if we are teaching our sons what we have been teaching our daughters and is urging mothers to reanalyze the way they raise their sons. Since its inception, Ariel’s campaign has helped families realize that everyone, regardless of their gender, should be equipped to share the load of household chores.

Now, Thrive Global India and Ariel are adding another layer to this much-needed conversation as they talk about “Sharing the Load for A Thriving Partnership”. Through this collaboration, Thrive Global India is helping accentuate Ariel’s message of addressing inequality in the household and to reiterate that both men and women have an equal responsibility in performing household chores like doing laundry. Through the partnership, Thrive Global India’s media platform now hosts a dedicated section, for this campaign, which provides readers curated resources across a range of digital assets to take Ariel’s movement to a newer audience.

Talking of the partnership, Thrive Global’s founder and CEO Arianna Huffington said, “Thrive and P&G’s Ariel are united in our mission to add value to consumers' lives, and I'm thrilled to extend the work we've done with P&G brands into India, which has long held a special place in my heart ever since I was a student there years ago. With #ShareTheLoad, we hope to empower couples to support each other and unlock their greatest potential in both their personal and professional lives by rejecting the unreasonable societal expectations of women that lead to stress and burnout."

Commenting on the movement, marketing director, P&G India and fabric care Sonali Dhawan, said, “Ariel India is committed towards progressing the lives of women across the country, because women are the backbone of our society. We started #ShareTheLoad movement in India back in 2015 to address the inequality that exists within Indian households. This year, we reignite conversations with the same intent, and go deeper into the cause of this disparity. In the context of right upbringing, we urge mothers to be changemakers, and raise yet another pertinent question – Are we teaching our sons what we have been teaching our daughters? If sharing the load is taught at an impressionable age, it becomes a part of their value system. Ariel believes in simplifying the lives of consumers and a happier household is one where both men and women share the load. Ariel encourages men to do their bit and take up tasks like laundry, because anyone can get the impeccable cleaning with Ariel, no matter who does the laundry.”

Latest Reads
fbb celebrated world shorts day with Rapper Chandan Shetty in Bengaluru

fbb, the fashion destination at Future Group, is back again this year with World Shorts Day on 21st April.

MAM Marketing MAM
Panasonic India takes modern lifestyle to a new high with its latest brand campaign #AspireToMore

In an endeavor to provide total lifestyle solutions for its customers, Panasonic India, has recently launched a new marketing campaign “AspiretoMore” for its range of premium home appliances.

MAM Media and Advertising Ad Campaigns
Ottomate and The Womb bring ‘common sense’ into smart fan innovations

In a category that has seen next to no meaningful innovation in the last 100 years, Ottomate plans to bring innovations to fans that today’s Indians truly want.

MAM Media and Advertising Ad Campaigns
Mullen Lintas Bangalore to step up Ruosh creative mandate

Ruosh – premium footwear and accessories brand – has appointed Mullen Lintas as its brand agency.

MAM Media and Advertising Account
Innovative product from Cornitos - Mélange Veggie Nacho Crisps

Keeping pace with the trend of healthy snacking, Cornitos has developed a innovative product - Mélange Veggie Nacho crisps, made from natural vegetable extracts blended with Corn Masa & seasoned with Himalayan Pink Salt and Roast Garlic.

MAM Marketing MAM
Kingston Technology, InDeed launch ‘Earth Edition’ flash drives on World Earth Day

In a bid to draw attention towards our planet’s current state, Kingston Technology has launched #EarthEditionDrive, which turns the Earth into a USB flash drive that educates and drives people to take action.

MAM Marketing Brands
Ogilvy and

Introducing, a new sports content website and app for cricket fans powered by innovative data driven insights and content offerings.

MAM Marketing MAM
Cartoon Network collaborates with POPxo to launch The Powerpuff Girls collection

Cartoon Network continues its 20th-anniversary celebrations of The Powerpuff Girls by unveiling an exciting collaboration with POPxo, India’s largest community for women.

MAM Marketing Brands
Fit & Glow's digital-first marketing strategy

When in 2013, we started our company Fit & Glow Healthcare Pvt Ltd it was to work around our passion for health, wellness and nature-inspired beauty products. We wanted to introduce to the consumers a new concept of products which contained the best and the purest forms of bio-actives and...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories