Recognition comes for Ariel’s long-running ‘Share The Load’ campaign
BBDO adds to India’s Cannes Lions success
BBDO India emerged as the only Indian agency to secure a shortlist on Day 3 of the Cannes Lions International Festival of Creativity 2025. The agency was recognised in the Sustainable Development Goals (SDG) category for its impactful and enduring campaign, Share The Load, created for Ariel, a detergent brand under Procter & Gamble (P&G).
With this addition, India’s final tally at this year’s festival stands at 85 shortlists, marking a significant jump from 57 in 2024.
A campaign challenging household norms
Launched over a decade ago, Share The Load has been at the forefront of social messaging in advertising, addressing gender inequality in domestic responsibilities. The campaign urges Indian households to adopt a more balanced approach to housework and caregiving.
One of its standout executions, the 2023 film ‘Silent Separation’, portrayed the quiet unraveling of an elderly couple’s marriage-strained by the husband’s lifelong indifference toward sharing household duties. The film struck an emotional chord and reinforced the campaign’s core message about the long-term impact of unequal domestic dynamics.
An enduring legacy
The Share The Load campaign has become a landmark in Indian advertising, earning global recognition for its blend of social relevance and brand alignment. This latest recognition at Cannes Lions 2025 reinforces its cultural and creative significance on the international stage.
