Ariel, India’s leading detergent brand, has launched its latest edition of the #ShareTheLoad movement with its latest film “See the signs #ShareTheLoad”. It spotlights the long-term impact of unequal distribution of chores on relationships and urges men to #ShareTheLoad for an equal and happy marriage.
The latest film asks “Are you growing together or apart?” It highlights that ignoring inequality in the distribution of household chores is creating an emotional distance in some relationships. A recent survey revealed that 65 percent of women feel an emotional distance from their spouse. This is leading to a breakdown of communication between partners.
Moreover, 74 percent of women have given up talking to their partners about sharing the load in the house. Ariel believes that the foundation of a strong relationship is based on equality, where both feel respected, appreciated, and valued. Ariel says that couples that do chores together and share the load are happier and have a stronger bond. It reduces stress and burden from one of the partners and boosts companionship and happiness. Plus, 95 percent of couples believe that doing the chores together will improve their relationship.
“See the Signs #ShareTheLoad” Ariel’s latest film shares the story of an elderly couple and how their relationship has changed over time. It highlights their daughter who is visiting them. She notices signs of the distance between her parents and confronts her father on their way to the cinema, which her mother declines to join at the last minute. The father reveals how the emotional distance between him and her mother has grown over time and how today their share life has turned more into “his” and “her” life without the shared moments. The daughter points out that the effect of a disproportionate load on her mother could be the reason. The father then realizes how he has been taking his wife for granted and vows to share the load. He realizes that to share a life, one needs to share the load.
Sharat Verma, Chief Marketing Officer at P&G India, and Vice-President of Fabric Care, P&G Indian subcontinent, said through their movement Ariel #ShareTheLoad they hope to strike meaningful conversations that help drive positive change and address inequality. “This year’s communication is based on the insight that the unequal distribution of chores can have a long-term effect on relationships.”
Verma shared the survey that found that 81 percent of women feel that unequal distribution of chores has affected their relationships overtime. He outlined that continued unequal distribution of household chores over time can lead to one partner giving up and creating distance in relationships. “On the other hand, the foundation of a strong relationship is based on equality, where both partners feel respected, appreciated, and valued.”
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Josy Paul, Chairman & Chief Creative Officer at BBDO India, said the latest edition of #ShareTheLoad is an eye opener for married couple and for the younger generation. He explained that it is something we have been noticing in society, a growing section of men who are discovering that they have lost out on their relationship but don’t know why.
Ariel started the first edition of the #ShareTheLoad campaign in 2015.
