The archive · Advertising · Marketing decision · 2025
Ariel's HomeTeams turns household chores into a team sport — ADFEST 2025 Effective Grande
In year nine of #ShareTheLoad, Ariel asks men 'how strong is your home team?' with a film, a Home Map app and a news hijack — Effective Lotus Grande.
Ariel (P&G India) · BBDO India
What it had to solve
Ariel's #ShareTheLoad had run for nine years in a detergent market where the category leader outspent it and hammered stain claims. Research showed 63% of employable Indian women were outside the workforce, and 57% of women decline work-related travel because they doubt their partner can manage the home alone.
How it works
Ariel's #ShareTheLoad had run for nine years in a detergent market where the category leader outspent it and hammered stain claims. The 2025 chapter opened from a social fact: 63% of employable Indian women were outside the workforce, and research showed household responsibility was a big reason — 57% of women decline work-related travel because they doubt their partner can manage the home alone.
BBDO India turned the home into a team. A social film tells of Aisha, who turns down a work trip because of the mental load at home; a satirical 'Home Map' app, since men follow maps, shows husbands where things live in the kitchen, laundry and bedroom without calling their wives; and during primetime news, an anchor's husband hijacks the screen to tell her the home is covered.
The results made the argument hard to dismiss: 66M households reached (the brand's highest ever), 94% consideration, 42% sales growth, 110M+ views and 240M+ earned impressions. ADFEST gave the work its Effective Lotus Grande and Creative Strategy Gold.
Why it lands
- It converts a moral ask into a competence joke — men can follow maps, so give them a map of their own home.
- Each touchpoint acts out the argument instead of stating it: the film shows the cost, the app teaches the skill, the hijack models the outcome.
- Nine years in, the platform stayed fresh by latching onto the newest, sharpest data about why women miss opportunities.
- The executions changed what men do (find things, cover home) rather than just what they think, which is the only kind of message a purpose brand can defend.
What it did
The campaign reached 66M households (Ariel's highest ever) with 94% consideration, delivered 42% sales growth and 7.3% market share above the year-ago campaign, drew 110M+ views and 240M+ earned impressions, and won the Effective Lotus Grande plus a Creative Strategy Lotus Gold at ADFEST 2025.
What you can take
A purpose platform compounds when each year's chapter grabs that year's tension: reframe the old ask through a fresh lens ('your home team') and prove it with behaviour-changing executions.
Since then
Announced at ADFEST 2025 on 21 March, HomeTeams took the Effective Lotus Grande, a Creative Strategy Lotus Gold and further Silvers and Bronzes across categories; BBDO India's ten wins made it South Asia Agency of the Year. P&G India kept the #ShareTheLoad platform running, with HomeTeams the year-nine chapter of a decade-old conversation.
Sources
- ADFEST Lotus Awards announces its Day 2 winners
- ADFEST 2025 Creative Strategy winners — HomeTeams #ShareTheLoad (Ariel India / BBDO India)
- Adfest 2025: BBDO India wins 'South Asia Agency of the Year'
spotted an error? The archive wants to know.
Your turn
You just read one. Describe the brief you are staring at, and see who has been given the same problem.
Free account · 3 free questions · no card