WORK FOR GOOD CUT
INTEGRATED (2024)
WORK FOR GOOD CUT (INTEGRATED)
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JPG
MP4
2m:02s
MP4
2m:36s
HomeTeams #ShareTheLoad - Ariel India
Detergent
Shortlist
| Title: | HomeTeams #ShareTheLoad |
|---|---|
| Brand: | Ariel India |
| Product/Service: | Detergent |
| Client: | P&G India |
| Entrant Company: | BBDO India Pvt. Ltd |
| Agency: | BBDO India Pvt. Ltd |
| Production Company: | Tiger Telly |
| Editing Company: | Tiger Telly |
| Release Date: | 2024-04-10 |
| Duration: | 02:36 |
| Individual Credits: | Josy Paul |
| Individual Credits: | Suraja Kishore |
| Individual Credits: | Hemant Shringy |
| Individual Credits: | Kaizad Pardiwalla |
| Individual Credits: | Naina Meattle |
| Individual Credits: | Sandeep Sawant |
| Individual Credits: | Omar Khan |
| Individual Credits: | Girish Wadisherla |
| Individual Credits: | Rakesh Samal |
| Individual Credits: | Madhuboni Bhattacharya |
| Individual Credits: | Anjali Jethani |
| Individual Credits: | Hitesh Shah |
| Individual Credits: | Govind Pillai |
| Individual Credits: | Harshil Shah |
| Individual Credits: | Sharat Verma |
| Individual Credits: | Mukta Maheshwari |
| Individual Credits: | Ritanshu Kashyap |
| Individual Credits: | Garima Singh |
| Individual Credits: | Ria Arora |
| Individual Credits: | Pragya Mallik |
| Notes for Judging: | INDIAN HOMES ARE CURBING THE TRUE POTENTIAL OF INDIAN WOMEN. The Indian news is buzzing with stories of women empowerment and their achievements. However, in reality, 63% of employable women are NOT a part of the workforce in India. There exists a huge employability gap of 50.9%, with only 19.2% women in the workforce. And even amongst working women, Third-party research revealed that 75% OF WOMEN FINDIT DIFFICULT TO MENTALLY DISENGAGE FROM HOUSEHOLD RESPONSIBILITIES. 57% OF THEM DECLINE WORK-RELATED OPPORTUNITIES that involve travel due to concerns about their partners' ability to manage household chores during their absence. Patriarchal gender norms persist in Indian culture, which make women bear almost the entire load of domestic responsibilities and prioritize this over their own personal or professional interests and growth. The mental load of knowing and planning for the household also remains on her. So, while some women have managed to realise the opportunities that came their way and changed the tide for themselves, a majority who have the intent are still swimming against some strong forces they face at home. Since 2015, Ariel #ShareTheLoad is the longest running purpose-led-performance campaign. Hence as a brand that champions gender equality at home, our role is to accelerate the pace of change by provoking not just an attitudinal change but a behavioural change by addressing the intent and opportunity gap they find themselves stuck between. |
| Additional Credits: | Anup Tondwalkar Rajeev Mohite Akanksha Seda Yoshita Bhaskar Kevin Nunes Anmol Samel Rucha Deshmukh Mitalee Prabhu |