Marketing, the conspiracy of sensibility and rationality!

I’ve seen an ad before. I’ve seen a few Indian brand ads.

The ad is a short film by Ariel, an Indian washing powder brand, with the theme of “dads share the load”.

From a father’s point of view, the film sees her daughter busy cleaning up the room, washing clothes and cooking while her husband sits on the sofa and drinks coffee when she comes home from work.

As a father who never helps his wife to share the housework, he confessed and felt that he had made a wrong demonstration for his daughter, who felt the patriarchal culture when she was young at home.

The father apologized to his daughter for never paying for the housework, and also for her husband’s inaction and natural apology.

After that, the father decided to correct his mistakes, and when he got home, he took the initiative to help his wife share the housework. Although he could not cook, he could wash clothes.

Ariel captures the unfair social difference that “70% of Indian men think that their wives should be responsible for washing clothes, and Indian women spend an average of six hours a day on household chores, while men spend less than one hour a day” and has insight into the psychology of Indian women’s desire to change the status quo:

85% of Indian women feel that they are doing two jobs, one is outside the home and the other is at home. 83% of Indian women think that men should share the burden of housework.

The short film, which resonated with the majority of Indian women, gained 2 billion exposures on the Internet, equivalent to the exposure rate of ads that can be bought for 11 million dollars. More than 2 million men visited the official website of Ariel washing powder and signed their names on the commitment letter of “sharing the burden”. 111% sales growth, more than any previous marketing advertising.

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