In an exclusive conversation with Storyboard18, Sharat Verma, chief marketing officer, P&G India, and vice president, Fabric Care, P&G India, shares what #ShareTheLoad movement has taught him as a marketer, the challenges of taking forward a purpose-driven campaign, and Ariel NFTs
Since 2015, Ariel, the detergent brand from the stable of P&G, in India has been asking some uncomfortable questions. Why can’t men do the laundry? Why are parents not teaching their sons to pick up the laundry basket? Why can’t men see laundry as an equal household chore? Seven years into the movement and several awards and debates later, Ariel has sent out an open letter to brands, media partners, and content creators to deliberately focus on the way women are being portrayed in advertising today. Ariel is calling this an invitation to partner with like-minded organisations and creators who believe in equality and the power of representation, to make the future more equal.