Rajkummar Rao, Patralekha, Gauri Shinde, Josy Paul and Sonali Dhawan celebrate early success, share their views on driving equality within households
Mumbai, February 11, 2019: Ariel has been unearthing the reality of inequality within households since 2015 with their award-winning movement #ShareTheLoad.Ariel hosted a panel discussion with over 100 mommy bloggers and media present to discuss the prevalence of gender disparity in India and the need for Sons to Share TheLoad. The panel that comprised of actors Rajkummar Rao, Patralekha, Director Gauri Shinde, BBDO Head Josy Paul, and Sonali Dhawan, Marketing Director, P&G India, brought forth insightful conversations and personal anecdotes on the disparity within households, and changing times today. They shared that while more men today are sharing the load than ever before, we are still many steps further from the ideal state of an equal future.
The panel also went deeper into the latest Ariel film- Sons #ShareTheLoad that raises yet another pertinent question in this direction –Are we teaching our sons what we are teaching our daughters? – the film urges mothers of today’s generation to raise a generation of equals. The newly-released edition of #ShareTheLoad has resonated with many parents, newly married couples, influencers and has already received tremendous support and commendation from audiences across India. The film that released on January 24th, 2019 has already garnered 15 Million views in total.
Supporting the #ShareTheLoad movement, actor Rajkummar Rao said“The Sons#ShareTheLoad film really resonated with me. With this latest ad, Ariel has not just raised an issue but has also provided a pathway, so that we can move society to a more equal tomorrow. My mother always raised me to be an equal – starting with sharing to-do lists with my sister at home as kids. I thank my mother for having set the right example for me, and for ensuring I can stand her proudly today to set an example. And this has always driven me to ensure that my relationship with Patralekhaa is that of equals, inside the home and outside of it! Thank you, Ma, for making sure that your son knew how to #ShareTheLoad!”
“Raj is an amazing partner, he inherently believes in sharing the load and has proved that time and again throughout our relationship. He believes, says, and demonstrates that we are truly equal partners – that we are in it together and we have balanced roles to play. But, partners like Raj shouldn’t be exceptions, they should be the norm. #SharingTheLoad should be the norm. I am glad Ariel has continued to drive this conversation, as we can already see change!” Added actor Patralekha, giving the #ShareTheLoad movement a big Thumbs up!
Gauri Shinde, Director of the Sons#ShareTheLoad film said “The #ShareTheLoad movement is the need of the hour, this is a conversation that needs to be an ongoing one to make a visible difference in the gender disparity we see in society. I am aligned to Ariel’s vision of a progressive future and happier households where both men and women share the load. So, with this film, we have underlined the role for this generation’s mothers in raising their sons like they have been raising their daughters.”
Commenting on the Movement, Sonali Dhawan, Marketing Director, P&G India, and Fabric Care said,
“Share the Load has always sought to address the inequality within the household, by raising questions that make the viewer think, introspect and act. We have already garnered 15MM views, and that shows how the film is truly resonating with our audience. This year, we are focusing on the younger generation, who if raised in a balanced manner, will grow up to be a generation of equals – the onus lies on our generation of parents. As the mother of a boy and a girl, I truly believe this is possible. #ShareTheLaod is not just a regular campaign, it’s a movement for social change, where men and women have equal responsibilities and equal ownership of chores. Laundry is almost the face of the change we are trying to drive across the country. Because with Ariel, it’s so simple to do laundry that there’s no reason for anyone to not share the load!”
Josy Paul, Chairman & Chief Creative Officer BBDO adds, “We are thrilled to be here to celebrate the early success of Ariel’s Sons#ShareTheLoad. The latest figures suggest that India has given a thumbs-up to the film and its transformational message. We believe there’s more to be done. Along with Ariel, we commit to driving this social change with thoughtful actions that’ll help mothers raise a generation of sons who grow up to be equal partners. The statistics reveal that there is a definite change happening in society and as the creative agency of the movement, we will ensure we continue to trigger further realization.”
Link Season 3 – https://www.youtube.com/watch?v=8QDlv8kfwIM&t=3s
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