Mumbai: Actor Anil Kapoor and his daughter Sonam Kapoor unveiled the seventh edition of Ariel’s #ShareTheLoad Film. Ariel Asks men ‘Is your HomeTeam as strong as your Dream Team? Ariel’s new film looks to highlight women supporting women, and husbands becoming trusted allies in household responsibilities and working as a Team at Home
Anil Kapoor said that seeing couples embrace the ethos of genuine partnership reaffirms his belief in the power of teamwork at home. “In my journey, I’ve witnessed the evolution of gender roles and the importance of mutual respect and genuine teamwork in a relationship. Sunita, my wife, has been my equal partner, demonstrating unwavering support and understanding throughout. Our partnership is built on the foundation of mutual respect and shared responsibilities. Seeing couples like Sonam and Anand, or Rhea and Karan, embrace the ethos of genuine partnership reaffirms my belief in the power of teamwork at home. It’s heartening to see how these younger couples are reshaping the narrative and inspiring others to do the same. As society progresses, so too should our relationships. I am committed to continuing to learn and grow as a partner, ensuring that together, we share the load and support each other in every aspect of our lives.”
Sonam Kapoor shared her perspective on the significance of genuine partnership and shared responsibilities within her household. She expressed, “In our household, Anand and I believe in genuine partnership and shared responsibilities. This campaign resonates deeply with us because it reflects the values we hold dear – mutual respect, understanding, and shared responsibility. It’s about recognizing that true partnership isn’t just about dividing tasks; it’s about lifting each other up and creating a harmonious environment where both partners can thrive.
“I’m proud to be part of a movement that encourages people everywhere to embrace genuine partnership and redefine traditional gender roles. Because when we share the load, we pave the way for a brighter, more equitable future.”
Her words the company explains echoed the campaign’s core message of reshaping societal norms and promoting mutual support and cooperation within relationships, inspiring couples to embark on the journey towards a more balanced and inclusive partnership.
Anand Ahuja, hers husband, despite not being physically present, prticipated via video call and reassured her that he had everything under control at home. His actions the company added highlighted the importance of shared responsibilities and genuine teamwork within a relationship, showcasing how both partners can support each other in balancing professional and domestic duties.
According to a third party survey:
– 72% of women feel that if they are not at home for some time, their households will face problems.
– 72% of women feel that household responsibilities stay on top of their minds when they are traveling.
– 71% of women worry about how their partners are managing the household in their absence.
– 79% of men agree that their wives call to check on the household when they are away from home.
– 72% of women feel that they would be confident to make travel plans if their partners stepped up to take on household responsibilities.
As had been reported earlier by Medianews4u.com over the last nine years, Ariel India has looked to continuously spark conversations around the unequal division of domestic chores within households and urging more and more men to #ShareTheLoad. As society progresses, men have increasingly recognised the importance of supporting their partners equally. The Sharetheload inititaive started back in 2015. The good news it said is that the percentage of men who believed that household chores, like laundry, are solely a woman’s job has decreased from 79% to 25%. However, acknowledging the need for further progress, Ariel is driving the conversation forward to encourage men to not only accept the physical aspect of household chores but also to act as a team at home to share the mental load. This collective effort will significantly contribute to men earning the trust of their partners by stepping up, ensuring that she can confidently step out into the world.
This year, Ariel poses the question – How strong is your HomeTeam? By urging men to #ShareTheLoad, Ariel aims to foster a culture of equal ownership and accountability of household chores between husbands and wives, seamlessly integrating both the physical and mental aspects of running a household.
The mental load of household responsibilities often goes unnoticed for many women, despite men increasingly taking on tasks and households seeking domestic assistance. A study commissioned by Ariel revealed that three out of every four women(75%*) find it difficult to mentally disengage from these responsibilities, affecting their health, relationships, and career advancement. As more women enter the workforce and nuclear households become prevalent, the need to share the load becomes even more critical. It’s imperative to ask whether men can shoulder not just the physical but also the mental responsibilities of household management in her absence, fostering a more equitable partnership. Moreover, men must actively strive to earn the woman’s trust by consistently demonstrating their commitment, reliability, and capability in handling household duties.
During the campaign launch event, Mukta Maheshwari, Chief Marketing Officer, P&G India, and VP Fabric Care, P&G Indian subcontinent said, “At Ariel, we are committed to creating an ecosystem at home that empowers and enables women. Our mission goes beyond providing superior cleaning products; we aim to foster genuine partnership and equality within households. By understanding the evolving needs of consumers, we strive to rewrite the narrative of gender roles and empower both men and women to share responsibilities equitably. This year, through initiatives like #ShareTheLoad, our aspiration is to cultivate households where it’s equally common for men and women to not only share the physical chores like laundry but also share the mental load of household responsibilities.”
Josy Paul, Chairman & Chief Creative Officer, BBDO India, remarked, “#ShareTheLoad is not just an advertising campaign; it’s a silent revolution that’s changing the way Indian society perceives household chores between couples. Each year we uncover a hidden truth. Our deep listening process, in collaboration with the team at P&G Ariel, helps us sense the mood of the nation, the home, and the individual. This year we are hearing more and more women say they are giving up on growth opportunities because of the mental and emotional load of domestic responsibilities. This holds many women back and stops them from achieving their full potential. But things are changing. There are so many moments in the film that show us this reality and how the shift is happening. In the end, the film captures the realization of the husband and the effort he puts in to ensure his wife doesn’t have to take a step back at work. A giant step for equality at home.”
Watch the film here
