Ariel India and Whirlpool India makes it easier for Dads to #ShareTheLoad

Bollywood Superstars Sharmila Tagore and Soha Ali Khan ask more Dads to #ShareTheLoad with Ariel Matic’s new ‘ShareTheLoad’ pack and Whirlpool Washing Machines

May 12th, 2016, Hyderabad: Globally renowned mother-daughter duo, Sharmila Tagore and Soha Ali Khan joined Ariel India’s Dads #ShareTheLoad Movement, at a press conference here in Hyderabad. The superstars were proud to partner with Ariel India and Whirlpool India to get more Dads, Husbands and Men to #ShareTheLoad with Ariel Matic’s ‘ShareTheLoad’ pack and Whirlpool Washing Machines. “I encourage dads, husbands and men across the country to join the #ShareTheLoad movement”, said Sharmila Tagore, who was in the city with her daughter, promoting household equality. “I am delighted to launch the ‘ShareTheLoad’ pack with my daughter, because it makes it easier for dads, husbands and an entire generation of men to help with household chores like laundry. And what better way than using Ariel Matic with Whirlpool Washing Machines which ensure effortless laundry results for anyone!”, added the actor.

Ariel India’s Dads #ShareTheLoad movement has over the past two months, garnered extensive local and global acclaim, with the campaign joining women across India in amplifying their debate for household equality. With a renowned partner like The ‘Dad #ShareTheLoad’ film has already received close to 50 million views globally. 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**!. Feeling for occasion, Sharmila Tagore, added,“When I saw Ariel India’s Dads #ShareTheLoad TV Commercial, it brought to surface something essential that household chores, like laundry is more of a joint responsibility. It is the right message to set for the next generation and I want my own children to be raised with the values of equality within the home and not just restricted to chores alone.” Acclaimed Bollywood Actor Soha Ali Khan echoed her mother’s sentiments, “When I first saw the film, I realized how lucky I was to be raised in a household where #ShareTheLoad was a core value. It’s great to be here today with my mother and encourage dads, husbands and men to #ShareTheLoad. With Ariel Matic’s ‘ShareTheLoad’ pack and Whirlpool’s advanced Washing Machines, anyone can get perfect laundry results”

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  81% of married men in India believe their daughters must learn how to do the household chores,  AND a further 76% of married men in India believe that not helping with the laundry at home still makes them a great role model for their children. 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.

Speaking of her own experiences, Sharmila Tagore commented,  “It’s common for men to stay away from responsibilities at home. However, it is even more important to make the effort to #ShareTheLoad. If not for our partners, then atleast for our kids, who we need to ensure are raised in world of equal opportunities both outside and within the home. In this sense, I was profoundly lucky to have a partner who always believed in the value of #ShareTheLoad”.  The multi-award winner went on to add, “Something as simple as doing the laundry can go a long way in making a difference. It’s okay to struggle with the tasks at first. But with products like Ariel Matic and Whirlpool Washing Machines, which give you results, no matter who does the laundry, it becomes all the more easier to #ShareTheLoad”.  

Soha Ali Khan went on to add, - “We need to address this deep rooted prejudice, and ensure the next generation leaves with the right message of quality within the household. It hence makes even more sense to leverage the unique combination of Ariel Matic’s ‘ShareTheLoad’ pack with Whirlpool’s Washing Machines, to give anyone great laundry results”.

Commenting on the launch, Associate Brand Director, Sharat Verma said, “Ariel India is proud to join women, in the movement to address inequality in the division of household chores like laundry. We are delighted to launch the new Ariel Matic ‘ShareTheLoad’ pack to help couples who would like to divide the laundry task equally. We are even more thrilled to have a partner like Whirlpool in this endeavor. I am confident that with Ariel Matic and Whirlpool Washing Machines, which deliver outstanding laundry results effortlessly, more men across the country will support the movement and join #ShareTheLoad.”

Kapil Agarwal, Vice President, Marketing, Whirlpool, said, Whirlpool constantly strives to make moments in consumer's everyday life more delightful with washing machines that not just consistently deliver high performance but also are easy and intuitive to use for everyone. We believe a happy home is one where both husband and wife share an equal relationship and pass on these values to their children. We are therefore proud to commit to Share the Load.

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. The film has garnered ~50 Million Views across the globe. 

You can join the Dads #ShareTheLoad Movement too!

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

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*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