Dads step up to join Ariel India’s #ShareTheLoad Movement, to address the prejudice of household inequality

Dads step up to join Ariel India’s #ShareTheLoad Movement, to address the prejudice of household inequality

Neha Dhupia and Dad join the movement, with actress attributing her success to her parents, who always #ShareTheLoad!

March 30^th, 2016, Hyderabad:Ariel India’s Dads #ShareTheLoad movement has over the past month, already received global acclaim, with the campaign joining women across Indiainamplifying their debate for household equality. The conversation of inequality within the household, particularly when it comes to household chores is one of growing social importance for women across the country and indeed the world. In India alone, more than 80% of women believe that - men feel household chores are ONLY a woman’s job**!.

As the social debate continues to evolve, a new study by an independent third party reveals that 2 out of every 3 children believe that household chores are a mother’s job*, with the stereotype of gender roles being passed down from one generation to the next. A further astonishing  78% of married men in India agree that daughters who learn household chores have a happier married life, with the same percentage (78%) of girls surveyed in India stating that they should learn laundry as they will have to do it when they grow up. These statistics are a clear reflection of a deep-rooted prejudice with defined roles for men and women.

Ariel India’s Dads #ShareTheLoad movement joins women in bringing this conversation to surface and has already received local and international support from the likes of Pankaj Kapoor, Supriya Pathak and Tabu to Sheryl Sandberg and Melinda Gates. The movement has created a strong resonance with men and women alike, with dads now stepping forward to join the cause. Commander Pradip Singh Dhupia, Retd., father of renowned Bollywood actress Neha Dhupia was delighted to add, “We’ve always believed in equality within the household and have strived to ensure that the best example is set for our children. I never wanted Neha to grow up thinking laundry was ONLY a woman’s job! I’m glad to join Ariel India’s movement to spread this important message and encourage more fathers across the country to join us and put an end to the prejudice of household inequality!”.

A very proud Neha Dhupiacommented, “How we are raised has a profound impact on our outlook towards the world, and I am very proud to say that my mother and father always thought me the value of equality! Be it within the household or outside, my dad always made sure to #ShareTheLoad, and this was the example we grew up with. Who I am today, my career, my success, is all deeply rooted in these values that they set forth! I am excited to join Ariel India’s #ShareTheLoad movement together with my dad and help spread this message to millions of dads across the country! Something as simple as doing the laundry, can go a long way in bringing about balance within the home, and with Ariel you get the additional benefit of best stain removal in 1-wash!***”

Commenting on the Movement, Associate Brand Director, Sharat Verma said, “Research shows that more than 70% of children today believe that household chores like laundry is only a mother’s job*. This prejudice of household inequality is being passed down from one generation to the next and Ariel’s movement aims at supporting women and men across the globe as they bring this issue to the forefront. In order to help drive change we are glad to join this conversation and encourage Dads to #ShareTheLoad! With Ariel, and get the best stain removal in 1-wash***.”

The new film from Ariel India has more importantly received the support of women across the globe as they continue the debate on household equality.

You can join the Dads #ShareTheLoad Movement too!

Watch The Film ->https://www.youtube.com/watch?v=xogBz71IHAo

Follow us on:

Facebook: www.facebook.com/arielcompleteindia
Twitter: www.twitter.com/arielindia
Free sample: https://www.rewardme.in/tag/ArielShareTheLoad

Disclaimers:

*All claims were generated from men, women and children (ages 10 to 14) who were in agreement with the above statements as per a 4-city (542 person) survey conducted by an independent third party in Mumbai, Delhi, Bangalore and Hyderabad in January 2016

**Claims generated from men and women who were in agreement with the above statements as per a 5-city (1250 person) survey conducted by an independent third party agency in Mumbai, Delhi, Chennai, Hyderabad & Bangalore, in November 2014.

***Based on lab test, on overall better stain removal vs premium front load Matic detergents

About Procter & Gamble India
P&G serves nearly five billion people around the world with operations in approximately 70 countries worldwide. P&G is one of the largest and amongst the fastest growing consumer products companies in India. Its presence pans across the Beauty & Grooming segment, the Household Care segment as well as the Health & Well Being segment, with trusted brands that are household names across India. These include Vicks ®, Ariel®, Tide®, Whisper®, Olay®, Gillette®, AmbiPur®,Pampers®, Pantene®, Oral-B®, Head & Shoulders®, Wella® and Duracell®. 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 and 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.

Footnotes:

Sheryl Sandberg, Facebook's Chief Operating Officer, called it "one of the most powerful videos I’ve ever seen". Sharing it on her FB page, Sheryl Sandberg added, “When little girls and boys play house they model their parents' behavior; this doesn’t just Impact their childhood games, it shapes their long-term dreams. In this #ShareTheLoad campaign, Ariel India, show fathers and husbands can take small steps (like doing laundry) to create more equal homes. The real win is the way they are changing stereotypes and showing that a more equal world would be a better world for all of us”.

Melinda Gates, who has previously voiced the importance of equality between the sexes, including personally highlighting the fact that - In India women spend about 6 hours on household work, where men spend less than 1 hour, said of the film on her twitter page, “When men and women challenge the assumption that household chores are women’s work, everyone benefits #ShareTheLoad”. 

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