Ariel’s latest film under #ShareTheLoad campaign spotlights the long-term impact of unequal distribution of chores on relationships and urge more men to do more at home.
The film ‘See the signs #ShareTheLoad’ urges men to #ShareTheLoad for an equal and happy marriage. It raises a question: “Are you growing together or apart?” and points out that ignoring inequality in the distribution of household chores is creating an emotional distance in some relationships.
A recent survey shows that 74% women have given up talking to their partners about sharing the load in the house. Over 95% couples surveyed believe that doing chores together will improve their relationship.
This new Ariel ‘See the signs #ShareTheLoad’ film showcases the story of an elderly couple and how their relationship has changed over time. Their daughter, who is visiting them, notices signs of distance between her parents and confronts her father on their way to the cinema, which her mother declines to join at the last minute. The father shares how the emotional distance between him and her mother has grown over time and how today ‘their’ shared life has turned more into “his” and “her” life without the shared moments.
The daughter explains that the effect of disproportionate load on her mother could be the reason. The father realises how he has been taking his wife for granted and vows to share the load. He realises that when you commit to share your life with your partner, it also means that you commit to share the load with her.
The car takes a ‘U’ turn. almost like a ‘U’ turn in his own life. The film moves to day 2, where the wife wakes up with the whirring sound of the washing machine, wondering who started the laundry. To her surprise, she notices her husband coming towards her with two cups of tea. It’s a poignant moment when the husband says, “Can we start again?” She is amazed yet pleased, smiles, and together they are seen having a sip and chatting happily around the washing machine.
The detergent brand said that the film reflects the experiences of many couples who continue to face inequality in their relationships. Many men have started to do more, and many even take up their full share of responsibilities within the home and #ShareTheLoad equally.
For those who have not, the film serves as a reminder to recognise signs of inequality in their relationship. While the husband in the film realises this in his later years, it is crucial for young couples to recognise the impact of inequality and start sharing the load today to build a happy and equal married life.
Sharat Verma, Chief Marketing Officer, P&G India, and Vice-President - Fabric Care, P&G Indian subcontinent said, “With our movement Ariel #ShareTheLoad, our aim has been to strike meaningful conversations that help drive positive change and address inequality. This year’s communication is based on the insight that the unequal distribution of chores can have a long-term effect on relationships. In fact, 81% of women surveyed feel that unequal distribution of chores has affected their relationship over time. Over time the unequal distribution of household chores can lead to one partner giving up and create a distance in the relationship. But on the other hand, we know that the foundation of a strong relationship is based on equality, where both partners feel respected, appreciated, and valued. Our recent survey showed that 95% couples believe that doing chores together will improve their relationship. Therefore, with this film Ariel is urging us all to see the signs and #ShareTheLoad to grow together.”
Josy Paul, Chairman and Chief Creative Officer, BBDO India said, “The latest edition of #ShareTheLoad is an eye opener for married couples and for the younger generation. It is based on something we have been noticing in society – a growing section of men who are discovering that they have lost out on their relationship but don’t know why. It is a hidden truth that no one is talking about. The truth that there is an emotional distance between couples because of the unequal distribution of household work. As we see in the film ‘the woman keeps on giving and giving… till she finally gives up’. ‘See the signs #ShareTheLoad’ is a resolution, a step towards realizing that to share life together, we need to share the load.”
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