Friday 20 March 2020

CELEBRITIES GIVE A THUMBS UP TO ARIEL’S NEW FILM ON UNEQUAL DIVISION OF HOUSEHOLD CHORES COMING IN THE WAY OF WOMEN GETTING ENOUGH SLEEP


Brand’s #ShareTheLoad 4.0 harps on #ShareTheLaundry in order to #ShareTheLoad for Equal Sleep

Ariel’s latest campaign #ShareTheLoad for equal sleep has touched a chord with many on social media, with influencers like Twinkle Khanna, Tahira Kashyap, Kalki Koechlin, Richa Chadha, Soha Ali Khan, Anita Hassanandani, Hina Khan and Durjoy Datta giving a thumbs up to the cause. The latest film on ShareTheLoad by Ariel which has already garnered 3.1 million views in less than a week showcases a startling fact that 71% women sleep less than their husbands due to household chores. Ariel’s fourth leg of #ShareTheLoad for Equal Sleep highlights the impact of men not sharing the load at home. Uneven division of household chores like laundry is coming in the way of women getting enough sleep and rest. In fact, in many households, women are the first to wake up and last to sleep. This time, the conversation is about these unaccounted hours of early mornings and late nights, which are usually spent in wrapping up the chores that she couldn’t complete during the day! When men don’t share the load, what ends up getting impacted is a basic and everyday phenomenon – sleep! Lack of sleep is thus almost an indicator, of the inequality within the household.
 Over the last 5 years, Ariel’s #SHARETHELOAD Movement has received a lot of support and love and this time too Ariel India has sparked conversations around the unequal division of domestic chores by urging men to take the first step to #ShareTheLaundry and eventually, #ShareTheLoad for equal sleep. After all, with Ariel anyone can get an outstanding clean, no matter who does the laundry! 
Twinkle Khanna took to Instagram to share similar thoughts- Being a working woman and running a household is not as easy as it seems and @ariel.india 's new #ShareTheLoad film throws some light on the lopsided division in most households. My bit? Share the load, share the laundry, share child care responsibilities and yes, please share the remote even if it’s cricket season:) #ShareTheLoad #ShareTheLaundry #EqualityAtHome #ArielIndia
Tahira Kashyap Khurrana wrote- I was honored to be on @ariel.india's #ShareTheLoad panel discussing the gender-based discrimination at home. That's also the first time I watched this film and the scene where the woman is making her next day's to-do list, that really stuck with me. I make lists too, all the time! I've only recently started giving myself rest, earlier as I finished one task, I'd start thinking about the next one. The mental stress, it's shocking what we put ourselves through every day! I am glad to have a partner who believes in being a team. We divide our responsibilities equally, even when it comes to raising our daughter, we are in it together! Also, we deserve to sleep equally!
Richa Chadha in her post called Sleep as a fundamental right that’s so underrated. She posted, “Sleep as a fundamental right is so underrated. Women never really give importance to something as basic as sleep and it's very sad how we have normalized this. I don't think anything should come in the middle of a person getting rest let alone household chores. I am a strong believer of gender equality and love how @ariel.india's #ShareTheLoad is making constant efforts in challenging gender stereotypes. A few dialogues, but the moments, the emotions - they say so much on a cinematic level. This just the kind of brilliant storytelling that a strong message like this need! Tell me what you think in the comments below.”

Famous South star Kajal Aggarwal recalled memories of her childhood and posted, “So happy to share this with all of you ❤️ As a child, I can remember so many days when I'd wake up in the morning to find my mother already bathed, halfway through the morning chores. Sitting near her, I would watch her carefully choreographed routine, almost a dance - I was so silly to think it was impressive, that my mother was a superhero! With minimal dialogues but strong emotions, @ariel.india ‘s #ShareTheLoad film does the trick in conveying the message. The little girl has the same wonderstruck look about her mom like I had all those years ago about mine. Just like me, she had been misunderstanding the situation for what it truly represents and that is, normalized inequality in our homes. Well thanks to initiatives like these, we now know better. So, let's start doing better - men, are you listening? Will you #ShareTheLoad?”
Links to celebrities’ post who shared the film on their social media and evoked positive reactions for the film.
Ariel thanks all these celebrities who have come forward and joined the cause so important- Don’t let household chores come in the way of women getting Equal Sleep.
Disclaimers:
*Data points derived from 2 surveys:
  1. a)Survey conducted by Nielsen with 1175 men and women across 6 cities, Bangalore, Chennai, Delhi, Hyderabad, Kolkata, Mumbai
  2. b)Online survey conducted by Toluna with 300 men and women across Mumbai, Delhi, Chennai, Bangalore
** Based on a Nielsen India Survey from 2014 with men and women in Mumbai, Chennai, Delhi, Hyderabad , Bangalore
About Procter & Gamble India

P&G serves consumers in India with one of the strongest portfolios of trusted, quality, leadership brands, including Vicks ®, Ariel®, Tide®, Whisper®, Olay®, Gillette®, AmbiPur®, Pampers®, Pantene®, Oral-B®, Head & Shoulders® and Old Spice®. P&G operates through 3 entities in India of which 2 are listed on NSE & BSE. The listed P&G entities are: ‘Procter & Gamble Hygiene & Health Care Limited’ and ‘Gillette India Limited’, whereas the unlisted entity (which is a 100% subsidiary of the parent company in the U.S) operates by the name ‘Procter & Gamble Home Products Ltd.’ Please visit http://www.pg-India.com for the latest news and in-depth information about P&G India and its brands.
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