This New Year Ariel Urges Everyone to #CelebrateEqual

• Ariel raises the question ‘is it truly a celebration if it’s not equal’ in its new #CelebrateEqual film

• Only 27% women feel that their husbands share the load equally with them during celebrations

Over the past 7 years, Ariel India has continued to spark conversations around unequal division of household chores and urging more men to share the load. In 2014, before Ariel’s movement, 79% men thought household chores are a women’s job. However, over the years, millions of men have come forward to do their part, bringing this number down steadily to 41%. This represents men of today who are open to change and are starting to do more and share everyday chores and take up their share of responsibility.

#CelebrateEqual film raises a pertinent question - ‘is it truly a celebration if it’s not equal?’ 

Celebrations have returned with family dinners, festivals, gatherings being held in all glory. However, it is often unnoticed that household chores like laundry, cleaning, or cooking, significantly increase during celebrations and the burden of these tasks are not equal. A new study by an independent third party revealed a startling fact that only 27%* women feel that their husbands shared the load equally with them during these times. This prevents women for participating equally in celebrations.

Is it truly a celebration if it's not equal

Ariel has tried to capture the sentiment of women in its new #CelebrateEqual film that raises a pertinent question - ‘is it truly a celebration if it’s not equal?’. The film depicts a post family dinner scenario wherein the man is seen sitting browsing through his phone, while the woman is clearing the table and attending to the baby. The man asks his wife about the photos received on the family group from the dinner earlier that day. She asks him to find a picture in which she is also a part of the festivities. In most pictures, she is in the background doing chores and missing all the festivity and celebrations. 

“At Ariel, we aspire to build a better world for all of us, a world where everyone sees equal. Over the years, Ariel has brought to light through our campaigns, unconscious bias and conditioning which comes in the way of us achieving an equal world.” He further added, “Even now 61%* of women believe that they do not get to fully enjoy the celebrations because of the unequal burden of household chores. This often goes unnoticed and through #CelebrateEqual we want to help trigger conversations to drive positive change,” said Sharat Verma, Chief Marketing Officer, P&G India, and Vice President, Fabric Care, P&G India.

Ariel has been championing the cause of equality and inclusion since 2015. It has been raising pertinent questions on household equality through its movement #ShareTheLoad and supporting inclusion through its campaign #MakeItPossible. #CelebrateEqual is another effort in this direction furthering the cause of gender equality in households.

Link to the film: www.youtube.com/watch?v=3s6vqtNkJuQ 

*Disclaimers: Based on a 3rd party survey conducted by Momspresso with 400 respondents 

About Ariel
Ariel is one of the leading detergents in India and comes from the house of P&G. Ariel’s core purpose is to reinvent cleaning and drive progress. Thanks to near 50 years spent discovering the laundry needs of consumers, Ariel has developed the staples of the laundry room throughout the ages. Ariel’s robust product portfolio ranges from powdered detergents, liquid detergents to the revolutionary single-use 4-in-1 capsule PODs. Ariel leads the way in laundry detergent innovation and is pioneering the creation of a new segments within the laundry category and is bringing the best and latest world class innovation to Indian consumers. (Read more about Ariel). Ariel is also a strong advocate for household equality. Ariel’s #ShareTheLoad movement started in 2014 and has been driving progress year on year. (Read more about #ShareThe Load) .