Contenders at Cannes 2024: Share the Load – Ariel India | BBDO India

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

BBDO India

57% of women decline work-related travel opportunities. Because they worry about their partner’s ability to manage the household chores in their absence. The mental load of household chores is holding women back.

The campaign was further complemented by the development of a tech solution, Home Map.

It functions like a map for your home, showing men where things are kept, which reduces the constant calls to women while they are away.

But that was not all. Ariel also hijacked prime-time news. The news anchor’s husband took over the news screen, reassuring her that he had the home covered, surprising both the anchor and millions of viewers.

The Work

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