Children’s magazine Tinkle partners with Ariel Matic to spread the message of BBDO India’s #ShareTheLoad amongst the next generation
Children’s magazine, Tinkle, has joined Ariel India’s Dads#ShareTheLoad movement in an effort to spread and support the message of equality within the household, particularly when it comes to household chores. India’s iconic children’s character, Shikari Shambu, will #ShareTheLoad with his wife in the much anticipated May edition of Tinkle. With a long standing record of promoting core values and principles to the next generation, Tinkle’s latest pledge will surely bring to surface the often overlooked issue of household equality.
Speaking on the association, Associate Brand Director-Fabric Care, P&G India, Sharat Verma said, “We are delighted to have a brand like Tinkle and the ACK group partner with Ariel India on our Dads#ShareTheLoad movement to further spread awareness on the issue of household inequality. With 2 out of every 3 children believing that laundry is ONLY a mother’s task, the conditioning of gender stereotypes is being subconsciously passed down to the next generation. Ariel India joins women across the country to address this cycle of prejudice, by encouraging more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results.”
Commenting on the partnership Anuraag Agarwal, Chief Executive Officer of Amar Chitra Katha Media said, “Tinkle as a brand has always stood for values and principles that can positively shape and mold the next generation. It was important for us to do our part and pledge support to Ariel India’s Dads#ShareTheLoad movement, to ensure that the prejudice of household inequality does not pass on to the next generation. With 2 out every 3 children talking away that laundry is a mother’s job, this was an important message to bring to the surface.”
Bollywood actress Surveen Chawla, also added, “I’m thrilled to hear that the May issue of Tinkle will pledge to #ShareTheLoad with Ariel India. We need to ensure the next generation is raised with the right values on gender equality and end the cycle of prejudice. To have the iconic Shikari Shambu #ShareTheLoad will go a long way in addressing this issue and hopefully also encourage more men to join the movement.”
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. With more than 70% of men believing that laundry and housework are their wife’s job*, the message of gender equality within the household takes even greater importance today. 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.
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. 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.