MxMIndia

Tag: P&G India

  • Film conceptualised and created by Leo Burnett

    P&G Shiksha launches new campaign

    P&G Shiksha, the flagship CSR programme of P&G India, launched its new campaign – #StandUpForLearningGaps, to spotlight the issue of learning gaps in children, which affects over six crore children in the country as per National Achievement Survey 2021.

    Speaking about the new film, Abhishek Desai, Vice President – Brand Operation and Category Leader – Grooming, P&G India said: “For 19 years now, P&G Shiksha has championed access to education for millions of underprivileged children in India, impacting over 45 lakh children. We have reinforced this with our commitment to driving large-scale awareness regarding learning gaps, which impact over 6 crore children in India. These gaps can lead to frustration, a lack of understanding, and even ridicule. However, what often gets missed is the reason behind. By raising a pertinent question – “Would you laugh, if this happened with your child?” we are seeking to educate parents, guardians, teachers and well-wishers on the existence and impact of learning gaps, while also empowering them to identify and take steps to bridge these. We can come together to #StandupForLearningGap. Timely action can unleash a child’s full potential in leveraging education as an enabler for a brighter future.”

    Added Rajdeepak Das, CCO Publicis Groupe South Asia and Chairman Leo Burnett South Asia: “To draw attention to one of the most overlooked problems in education in our country, “The Learning Gap” – we have used humour as a platform for our latest campaign for P&G Shiksha. We often come across memes of children making mistakes on the internet, not realizing the grim reality behind this. This is actually a learning crisis that affects almost 6 crore kids in India. By using stand-up comedy as a medium, we want to build awareness of this critical gap in learning.”

  • Campaigns for 'Asli SRK – Stain Removal King'

    Shah Rukh Khan endorses Tide

    By Our Staff

     

    Tide, the detergent brand from P&G, has chosen to partner with Shah Rukh Khan as a brand ambassador.

     

    Said Mukta Maheshwari, Chief Marketing Officer, P&G India & Category Head, Fabric Care, P&G India spoke on this new partnership: “We’re delighted with the partnership with Shah Rukh Khan and his endorsement of the New and Improved Tide as the Stain Removal King. Tide, the world’s number one detergent brand, is focused on offering laundry solutions that delight consumers every day where it matters most. In this continued endeavor, we’re thrilled that Tide has upgraded to remove deep-seated stains and offer an outstanding clean on the toughest stains. We are delighted to have SRK recommend Tide as the ‘asli/real SRK – Stain Removal King’ to consumers and fans across the country.”

     

     

    https://youtu.be/5k8OdYc-320?si=rTEqM2H6Q_9bdkKj

     

  • Mukta Maheshwari will lead the company's marketing function in India

    P&G India appoints new CMO

    By Our Staff

     

    Mukta Maheshwari
    Mukta Maheshwari

    Procter & Gamble India has appoints Mukta Maheshwari as the company’s Chief Marketing Officer (CMO). Along with leading the marketing function, Maheshwari will also head the Fabric Care Category for P&G India.

     

    Sharing his perspective, Sharat Verma, Senior Vice President, Fabric Care, P&G India, Middle East, and Africa (IMEA) said: “It has been my privilege and an absolute honour to serve as the CMO for P&G India. The journey has been rewarding and one filled with immense learnings. From every campaign that captured hearts, to each innovation that reshaped industries, our commitment to delivering exceptional results stands as a testament to our unwavering pursuit of excellence. Together, we raised the bar on consumer centricity and brand building and reinforced our brands as both – a #ForceForGrowth and a #ForceforGood. As I extend a warm welcome to Mukta, I am confident that our legacy will continue to thrive, inspiring new heights of creativity, impact, and success. I am only optimistic about what the future holds.”

     

  • Spotlights long-term impact of unequal distribution in latest ad

    Ariel launches new #ShareTheLoad film

    By Our Staff

     

    Ariel detergent has launched its latest edition of the #ShareTheLoad ‘movement’ with the film ‘See the signs #ShareTheLoad’.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India, and Vice President – Fabric Care, P&G Indian subcontinent: “With our movement Ariel #ShareTheLoad, our aim has been to strike meaningful conversations that help drive positive change and address inequality. This year’s communication is based on the insight that the unequal distribution of chores can have a long-term effect on relationships. In fact, 81% of women surveyed feel that unequal distribution of chores has affected their relationship over time. Over time the unequal distribution of household chores can lead to one partner giving up and create a distance in the relationship. But on the other hand, we know that the foundation of a strong relationship is based on equality, where both partners feel respected, appreciated, and valued. Our recent survey showed that 95% couples believe that doing chores together will improve their relationship. Therefore, with this film Ariel is urging us all to see the signs and #ShareTheLoad to grow together.”

     

    Added Josy Paul, Chairman and Chief Creative Officer, BBDO India: “The latest edition of #ShareTheLoad is an eyeopener for married couples and for the younger generation. It is based on something we have been noticing in society – a growing section of men who are discovering that they have lost out on their relationship but don’t know why. It is a hidden truth that no one is talking about. The truth that there is an emotional distance between couples because of the unequal distribution of household work. As we see in the film ‘the woman keeps on giving and giving… till she finally gives up’. ‘See the signs #ShareTheLoad’ is a resolution, a step towards realizing that to share life together, we need to share the load.”

     

  • With comedian Kiku Sharda

    Tide launches unveiled laundry music video

    By Our Staff

     

    Tide detergent a unveiled laundry music video ‘Khachak Khuchak Chod do’ with comedian Kiku Sharda, known for his various characters on ‘The Kapil Sharma show’.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India and Vice President and Fabric Care Head for P&G Indian subcontinent. “At Tide, we are known for our fun, quirky and pop culture advertising. Whether it’s the iconic swoosh, the very popular ‘Chauk Gaye,’ the famous Tide rap or our collaboration with iconic characters Tide has always stood for superior whiteness and cleaning while adding a bit of humour to the otherwise mundane chore of laundry. We are always finding new and quirky ways to connect with our consumers. Through this music video, we want to reach out to our digital consumers who are clued in on social media and who will instantly be drawn to the visuals and lyrics of the ‘Khachak Khuchak’ song.”

     

  • Urges everyone to #CelebrateEqual during New Year

    Ariel rolls out another campaign driving gender equality

    By Our Staff

     

    Ariel laundry detergent has launched a new campaign for the New Year.  It has tried to capture the sentiment of women in its new #CelebrateEqual film. Over the past 7 years, Ariel India has continued to spark conversations around unequal division of household chores and urging more men to share the load.

     

    Ariel has been championing the cause of equality and inclusion since 2015. It has been raising pertinent questions on household equality through its movement #ShareTheLoad and supporting inclusion through its campaign #MakeItPossible. #CelebrateEqual is another effort in this direction furthering the cause of gender equality in households.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India, and Vice President, Fabric Care, P&G India: “At Ariel, we aspire to build a better world for all of us, a world where everyone sees equal. Over the years, Ariel has brought to light through our campaigns, unconscious bias and conditioning which comes in the way of us achieving an equal world. Even now 61%* of women believe that they do not get to fully enjoy the celebrations because of the unequal burden of household chores. This often goes unnoticed and through #CelebrateEqual we want to help trigger conversations to drive positive change”

     

  • Aims to get men to think and introspect their actions at home

    Ariel launches fifth edition of ShareTheLoad campaign

    By Our Staff

     

    Ariel detergent washing powder has launched a new campaign to continue conversations around unequal division of domestic chores. The #SeeEqual film kicks off to inaugurate the 5th edition of ShareTheLoad. Ariel urges men to be equal partners playing Equal roles.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India, and Vice President, Fabric Care, P&G India: “With Ariel #ShareTheLoad, we strive to trigger meaningful conversations that will help drive positive change. With #See Equal, we want to address years of unconscious bias and conditioning, which may be coming in the way of us all sharing the load. A recent World Economic Forum report claims that at the current pace of change, gender parity is still 135 years away! That is far too long for us to wait for something that comes naturally for men when they interact with each other. Interestingly, over 73% married men agreed that they did their share of household chores when they lived with other men. However, even now in urban India, less that 25 percent of households claim that men share the load equally. This year’s communication is based on this simple insight – when men can ShareTheLoad equally with other men, then why not with their wives? Because we know when we #SeeEqual, we #ShareTheLoad”

     

    Added Josy Paul, Chairman & Chief Creative Officer, BBDO: “We’ve taken a slightly different track in the latest film for Ariel #ShareTheLoad. There is a definite shift in the tonality. This time, it’s the woman who speaks for herself. It is the woman speaking her mind and sharing her point of view. The film is fully reflective of the reality of today’s times, where the woman refuses to accept inequality in her marriage. Research confirmed this. 88% women believe it is time to talk to men about doing their share of the household work equally. There is a sense of restlessness, an impatience in the women today at the pace of change. So, this film is also a means to encourage conversations so as to truly move us towards an equal tomorrow.”

     

    Said Nandita Shah, Co- Director, Akshara Centre: “Gender inequality at home is underrated and often overlooked with women bearing the brunt of this inequality. When women believe that they are equal to men and start taking a position for it like in the Ariel #SeeEqual film, change happens. This change in behavior goes a long way in making the home more equal. If men understand how to do household chores, there should be nothing stopping them from sharing this equally and responsibly. We are happy to collaborate with Ariel to drive the conversation around gender equality in the division of household chores, and urge men to #See Equal and #ShareTheLoad.”

     

  • The film urges people to 'put Tide to work, make time for life'!

    Tide launches new campaign

    By Our Staff

     

    Tide, the laundry detergent from P&G, has launched a new campaign #TideforTime with a film. In this campaign, Tide is shining the spotlight on the story of many households, where everyday tasks take up most of the time, leaving little time for anything else. By raising an important question – ‘Are we spending our time on what’s really important?’ Tide aims to contextualise the importance of time for the families of today.

     

    Talking about the campaign, Sharat Verma, Chief Marketing Officer and Vice President, Fabric Care at P&G India said: “During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection. Research shows 9 out of 10* people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavour is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. We also realize that families spend around 300^ hours every year doing laundry. This is also a reminder that by putting Tide to work and letting it deliver its superior cleaning, we can make some time for our lives and spend it on what we truly value – whether it is spending time with families, pursuing passions, finding some me-time or even exploring the entrepreneurial spirit. Because there’s only one thing more precious than our time, and that’s how we spend it.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett: “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true HumanKind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.”

     

  • #TideforTime brings forth a pertinent question – ‘what''s the value of our time?

    Leo Burnett films new campaign for Tide detergent

    By Our Staff

     

    Tide from P&G has announced its newest campaign #TideforTime with the launch of a new film. The campaign aims to contextualise the importance of time for families.

     

    Talking about the campaign, Sharat Verma, Chief Marketing Officer and Vice President, Fabric Care at P&G India said: “During Covid, we have been limited to the confines of our homes. But this physical proximity has not necessarily led to stronger emotional connection. Research shows 9 out of 10 people agree that Covid has made them realize the importance of togetherness. With #TideForTime, our endeavour is to bring to light a pertinent question, rendered even more important in the current context – ‘Are we spending our time on what’s really important?’. We also realise that families spend around 300 hours every year doing laundry. This is also a reminder that by putting Tide to work and letting it deliver its superior cleaning, we can make some time for our lives and spend it on what we truly value – whether it is spending time with families, pursuing passions, finding some me-time or even exploring the entrepreneurial spirit. Because there’s only one thing more precious than our time, and that’s how we spend it.”

     

    Added Rajdeepak Das, CEO & Chief Creative Officer – South Asia, Leo Burnett: “My late aunt was one of those people who always had time for everyone, and I used to often ask her how she managed to have time. Her standard reply to me was ‘Beta time milta nahi hai, time banana padhta hai’. When we started creating this movement, we realized we spend up to 300 hours on doing laundry. With #TideForTime movement, we want to encourage everyone to make time for all things that are really important by just saving on laundry time. This movement is a true HumanKind insight, a story which goes beyond words and we hope will inspire everyone to make more time for their loved ones.

     

     

  • On Mother’s Day, P&G unveiled a short film featuring true stories of undying love and care of real-life mothers

    P&G thanks mothers through its #ThankYouMa campaign

    By A Correspondent

     

    P&G tried to unite India to thank mothers through its campaign #ThankYouMa on Mother’s Day. Launched on Mother’s Day, the film is conceptualised by Leo Burnett India.

     

    Said Sharat Verma, Chief Marketing Officer, P&G India: “This Mother’s Day, we want to salute the unconditional love and care of mothers everywhere. Our mothers have always taken care of our smallest of things, no matter what age we are. Our latest campaign ‘#ThankYouMa’ features real-life stories of mothers who are taking care of the smallest of things for their children while taking care of the big ones. P&G has been a proud sponsor of mothers and this Mother’s Day we want to urge everyone to take a moment to thank their mothers for their undying love and care.”

     

    Added Rajdeepak Das, Chief Creative Officer – Leo Burnett South Asia and Managing Director, Leo Burnett India: “All moms are the real-life superheroes showing us how to maintain a balance between work, home, kids, and everything else. Even in difficult times like these, mothers are marching forward fighting on the frontlines doing big things to save the world while at the same time not forgetting to do the little things for their loved ones. And to those moms who are tirelessly marching on… how can we not say #ThankYouMa.”

     

  • Ariel collaborated with American ASMR youtuber and artist GIBI ASMR

    Ariel releases #ShareTheLoad video on International ASMR Day

    By A Correspondent

     

    On the occasion of International ASMR Day (April 9), Ariel India is giving men yet another reason to #ShareTheLoad of domestic tasks, and giving women a way to relax and sleep better.

     

    Taking the conversation further and in context of the current times, Ariel collaborated with American ASMR youtuber and artist GIBI ASMR to curate a #ShareTheLoad ASMR. This ASMR video is a depiction of a husband doing the laundry, the sound of which is calming for the women.

     

    Said Sharat Verma, CMO, P&G India and Head, Fabric Care Indian Subcontinent: “Ariel’s ShareTheLoad movement, which started five years back, has been sparking conversations to promote gender equality in the household by propagating the equal distribution of household chores. The message is more relevant now than ever …when the home is also an office, school and playground. Research tells us that households where partners share the load, make happier homes. It’s important that women get equal rest and sleep. Gibi’s ASMR video aims to help more and more women unwind using relaxing sounds and sights while inspiring more men to #ShareTheLoad.”

     

     

  • Launches #ShareTheLoad for equal sleep as the 4th edition of the award-winning movement

    Ariel urges men to share the laundry yet again

    By A Correspondent

     

    In the spirit of keeping the conversation going ahead and furthering the cause of equality within households, Ariel has launched the fourth ‘chapter’ of ShareTheLoad.

     

    The new film, launched across social media and digital platforms, seeks to highlight the impact of unequal division of chores on the wife’s well-being, and leverage this with men to drive an urgency to act. Ariel aims to make laundry the face of this movement against inequality within households by urging men to take the first step to #ShareTheLaundry and eventually, #ShareTheLoad for equal sleep.

     

    Commenting on the Movement, Sharat Verma, CMO, P&G India and Head, Fabric Care Indian Subcontinent, said: “This year, ‘#ShareTheLoad for equal sleep’ seeks to give us one more compelling reason to start sharing the load. Uneven division of household chores is getting in the way of women getting adequate sleep and rest, and hence the conversation this year is about bringing this to light to enable conversation. 71% of Indian women are sleeping less than their husbands due to these household chores, as they end up waking up early and/or staying up late in order to get everything done. The film is designed to be a mirror into the daily lives of many women, in order to make this unaccounted time count. And with this, Ariel wants to move us all from intent to action by urging them to #ShareTheLaundry and take the first step towards #ShareTheLoad.”

     

    Added Josy Paul, Chairman and CCO – BBDO India: “How can Ariel as a leading brand truly create change? That was what we wanted to do with this year’s campaign for #ShareTheLoad. And hence, by steering the conversation around the impact on the women’s wellbeing when their partners don’t partake in domestic chores, we want to get men to show solidarity via action. A significant part of the film rests in the early hours or late nights, which is the time that usually goes unaccounted. It is the theatre of the after-hours. It is about making those hours count!”