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Library/Campaign/Ariel: Dads #ShareTheLoad
Grade B27 sourcesHIS-00032

Ariel: Dads #ShareTheLoad

Campaign · 2016 · Notable

Made by BBDO India · Source

53Editable slideCertificate

A father’s apology in Ariel’s laundry ad led an Indian ad ranking with 877,558 shares.

Original · Ariel India / BBDO India
Why is Laundry only a mother’s job? Dads #ShareTheLoad (Hindi) – Ariel
Ariel India on YouTube
14M views · 104 reactions | This is one of the most powerful videos I have ever seen – showing how stereotypes hurt all of us and are passed from generation to generation. When little girls and boys…
Sheryl Sandberg / Facebook
Indian Laundry Detergent Ad Urges Men to #SharetheLoad With Women
ABC News
Finally, an Advertisement That Speaks to Women.
Aparna Jain / LinkedIn
News & Press - 2017 APAC Effie Awards Winners Announced | Effie Worldwide
Effie Worldwide

Spread Score

How it works
Reach58Contagion35Breadth70Velocity44LongevityNo data yet53

Numbers

Earned impressions, campaign award submission
2B
Self-reported · Inkspell / campaign award submission
Seed to peak proxy
3 weeks
Feb 19 ’16 to Mar 8 ’16
Platforms
5
Started on YouTube
Origin
Mixed
Home & lifestyle

Mechanics

  • Platform jumpPrimary
  • Press loop
  • Controversy
  • Response chain
  • Transgression

How it spread

Trace the origin

Ariel released a father’s apology about unequal housework. Sandberg reposted it, Twitter users debated it, and press covered the spread. Paid Facebook distribution and rewarded blog posts accompanied calendar and comic tie-ins.

Proxy date; not a directly measured attention peak.

Feb ’16MarAprJunSepDecApr ’17MayOctApr ’18SepYouTubePressFacebookXOpen web
YouTubePressFacebookXOpen web

13 more events on this chart

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Timeline (16)

  1. February 2016

    Ariel India seed · Feb 19 ’16

    Ariel India released Dads #ShareTheLoad, showing a father apologising to his daughter.[1][2][3]

    Why is Laundry only a mother’s job? Dads #ShareTheLoad (Hindi) – Ariel
    Open the first post ↗

  2. Mint press · Feb 24 ’16

    Mint covered the film and reported over 3M Facebook views.[4]

  3. Sheryl Sandberg platform jump · Feb 24 ’16

    Sheryl Sandberg reposted the film on Facebook, according to ABC News.[3][5]

    14M views · 104 reactions | This is one of the most powerful videos I have ever seen – showing how stereotypes hurt all of us and are passed from generation to generation. When little girls and boys…
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 23 sources · Score 50
Origin
Mixed
Sector
Home & lifestyle
Region
IN
Earned impressions, campaign award submission
2B
Self-reported · Inkspell / campaign award submission
Evidence
Grade B

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1.8B impressions

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Open web · 2023

52
Contemporary screenshot of BYD’s original Weibo film, posted at 20:10.

800M impressions

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Jaguar | Copy Nothing

160M views

Tubi: Interface Interruption

TV · 2023

49
Tubi Interface Interruption | Super Bowl

7B impressions

New cases, every week

How the next thing spread, the week it does.

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· Source
Feb ’16MarAprJunSepDecApr ’17MayOctApr ’18SepYouTubePressFacebookXOpen web
YouTubePressFacebookXOpen web

13 more events on this chart

Join free to see them

  1. February 2016

    Ariel India seed · Feb 19 ’16

    Ariel India released Dads #ShareTheLoad, showing a father apologising to his daughter.[1][2][3]

    Why is Laundry only a mother’s job? Dads #ShareTheLoad (Hindi) – Ariel
    Open the first post ↗

  2. Mint press · Feb 24 ’16

    Mint covered the film and reported over 3M Facebook views.[4]

  3. Sheryl Sandberg platform jump · Feb 24 ’16

    Sheryl Sandberg reposted the film on Facebook, according to ABC News.[3][5]

    14M views · 104 reactions | This is one of the most powerful videos I have ever seen – showing how stereotypes hurt all of us and are passed from generation to generation. When little girls and boys…

  1. platform jump · Feb 25 ’16

  2. owner response · Feb 26 ’16

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Why it worked

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