Digital Marketing

Ariel Gets Men To #ShareTheLoad

Male Femininty. Feminine Masculinity. The world of gender roles in this day and age is full of oxymorons. And for a good reason. It’s time we broke traditional gender roles to build a more inclusive society. Ariel, one of India’s leading detergent brands decided to take the first leap in this effort with their Share the Load campaign. FoxyMoron is proud to have been a part of bringing this idea to life.

‘Anyone can do laundry’

Ariel, one of India’s leading detergent brands, wanted to try something new; engaging men. The objective was achieved by creating a social movement that not only changed this low engagement category, but also created non-traditional traditional norms. With the campaign, we successfully spread the word and built context to the core idea and reached out to more men in India.

 ‘Men will be men & MEN LOVE CHALLENGES’

We challenged men to pledge to #ShareTheLoad and got the first ever champions of the Indian Premier League , Mumbai’s iconic Dabbawallas and celebrities to join the bandwagon.
It was the first brand in the category to raise such a strong question and create a nationwide debate on all platforms. Fun chores? Why not? We successfully sent across the message that laundry can be made fun!

20 Mn +


1.5 Mn +

Men Participated

4,50,000 +

Facebook Impressions


Increase In Sales