Ariel India and Whirlpool, celebrate
with historic 1.3 Million men pledging to #ShareTheLoad across the country!
Imran Khan joins #ShareTheLoad Movement along with 30 couples
to drive equality within the Indian household
by Suman Gupta
Imran Khan partnered with Ariel India and Whirlpool, to announce that over 1.3MM men have pledged to #ShareTheLoad, at a press conference here in Mumbai. Home to priceless and rare, documents and artifacts from Indian history, the Asiatic Library in Mumbai, played perfect setting for the launch of this historic announcement of change. 30 couples together with India’s leading faces pledged to #ShareTheLoad at the steps of the famous monument,, committing to better equality and quality within the household. In response to a recently conducted survey by an independent third party agency on Indian Households which revealed that nearly 76% of Indian men feel laundry is only a woman’s job*, women from across the country sparked a pan-India movement to bust gender stereotypes and end inequality within the Indian household. Supported by Ariel India, the #ShareTheLoad Movement, has seen over 1.3MM men take the pledge. The #ShareTheLoad Movement, initiated by Ariel India has received tremendous support with a host of famous faces and diverse partners joining. This includes the likes of Shilpa Shetty, Malaika Arora Khan, Arbaaz Khan, Amala Paul, Mandira Bedi, Neha Dhupia, Boman Irani, Sania Mirza, as well as Shoppers Stop, leading IPL cricket team Rajasthan Royals, Masaba, American Crew just to name a few.
With the survey revealing that 72% of Indian women only want to marry a man who will help with household chores*, it is clear that equality within the household is a burning issue for women across the country. Following up on the recent launch of its new customized ‘His & Her’ pack along with a ‘Do-It-Yourself Laundry Manual for Men’, and the revolutionary first of its kind ‘Men and Women’ wash care label, Ariel India and Whirlpool took to this historic venue to announce the change being driven in households across the country with over 1MM men taking the pledge. With Ariel being the - No. 1 Brand Recommended by Washing Machine Makers globally with more leading washing machine makers recommending Ariel than any other brand globally, and washing machines from Whirlpool-the world’s no 1 home appliance maker, men can now pledge to do the laundry at home and get great laundry results!
Imranexpressed his sentiments adding, “Every marriage is a partnership. With Ariel and Whirlpool’s latest initiative, #ShareTheLoad will be a must-have vow for couples across the country. Laundry is the simplest task that men can help with at home and 76% of Indian women agree*.With Whirlpool’s 6th sense technology and Ariel’s Best Stain Removal in 1-Wash performance designed for front and top load washing machines, anyone can get great laundry results! I’m glad that 1.3MM men have already taken this pledge, and am glad to lead by example, not just for men across the country but for Avantika andour beautiful daughter as well!”
Vijay Makwana, Category Director,Fabric Care, Whirlpool,said, “As a partner to the homemaker, Whirlpool constantly strives to make moments in her everyday life more enjoyable with washing machines that not just consistently deliver high performance but also are easy and intuitive to use. We believe a happy home is the one where both husband and wife share an equal relationship and hence are proud to commit to #ShareTheLoad.”
Attributed to Sharat Verma, Associate Brand Director, Fabric Care, P&G India, “The survey on Indian households conducted by an independent third party agency, supported by Ariel, reinforces that Indian women feel there exists an inequality between men and women when it comes to household chores. With laundry being the face of this inequality, we are glad to partner with men and women across the country in addressing this issue. When chores are equally shared it leads to a happier household, and we are glad to enable this by celebrating the pride and the role of laundry in the household.”
Ariel is the No. 1 Brand Recommended by Washing Machine Makers globally*.
*More leading washing machine makers recommend Ariel than any other brand globally.
About the Survey on Indian Households:
An Independent Third Party AgencySurvey on Indian Households was conducted in 5 cities (with a total of 1250 respondents). The survey was carried out in November, 2014, and was conducted among men and women in Mumbai, Chennai, Delhi, Hyderabad and Bangalore.
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.
About Whirlpool Corporation
Whirlpool Corporation (NYSE: WHR) is the number one major appliance manufacturer in the world, with approximately $20 billion in annual sales, 100,000 employees and 70 manufacturing and technology research centers throughout the world in 2014. The company markets Whirlpool, KitchenAid,Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit and other major brand names in more than 170 countries. Additional information about the company can be found at WhirlpoolCorp.com, or find us on Twitter at @WhirlpoolCorp.