Suraja Kishore shares his learnings from a campaign has evolved over the years, sparking conversations and challenging societal norms. It began by questioning why laundry is solely associated with women.
According to Suraja, the Ariel detergent campaign, #ShareTheLoad, has successfully attracted 40 million new consumers over last seven years by challenging traditional gender roles and promoting equality within households.
Redefining Purpose
Rooted in real-life experiences, the campaign challenges societal norms by questioning the unequal burden of household chores, especially on women. #ShareTheLoad is a personal journey for both the brand and its consumers.
Confessions Over Insights
Unlike traditional marketing strategies focused on crafting insights, #ShareTheLoad draws its strength from raw confessions. These confessions, whether from children, mothers, sisters, or fathers, resonate deeply, exposing the emotional impact of gender inequality within families.
Mirror to Society
#ShareTheLoad acts as a mirror to society, reflecting its inherent hypocrisy regarding gender roles. By addressing uncomfortable truths through poignant questions, such as “Did you share the load with Mom?” the campaign encourages introspection and societal change.
Central to #ShareTheLoad’s success is the practice of deep listening, allowing individuals to share their stories authentically. This genuine dialogue cultivates a sense of responsibility among consumers, sparking a collective journey towards gender equality.
Listen to conversation between Jasravee Kaur Chandra & Sooraja Kishore on Building Iconic Campaigns & Inspiring Culture.
Suraja Kishore is the CEO- BBDO & teamX India (Omnicom x Mercedes-Benz). He has worked as a senior leader at McCann, Publicis Group, Lowe Lintas & Mudra.
Jagged with Jasravee, the Marketing Show 
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