Ariel and Hello English spread the message of gender equality amongst users through app-based learning with #SHARETHELOAD
- South Indian Star Nikki Galrani emphasised on the need for both genders to learn basic life skills to stay ahead
Chennai, June 3rd, 2019 – Ariel- the leading
detergent brand from P&G announced association with world’s second largest
language learning app- Hello English, to encourage app-learners to inculcate basic
life skills as a step towards eradicating gender disparity that exists in
Indian Households. With Ariel’s latest campaign, Sons #ShareTheLoad, the
leading detergent brand has left no stone unturned to educate young boys the
values of composite learning that involves learning the household chores like
laundry, cooking etc. The association with Hello English app reiterates that as
we teach our sons how to pursue a career and give them the right exposure for
it, it’s also extremely important that we add to the lessons by inculcating the
values and equipping them to #ShareTheLoad when they become partners tomorrow.
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Actress Nikki Galrani and Arvind Kumar, Lead Sales, Hello English during celebration
of 73 Million Viewership of Ariel's
#ShareTheLoad campaign
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Joining Hello English app and Arielto
spread the message of equality was South Star sensation NIKKI GALRANI. She spoke about how it is the need
of the hour to engrain values like #ShareTheLoad
in people at large. Hello English app has not just young students but even
housewives, mothers and young professionals as users. Since seeing is believing,
the initiative to integrate the message of household equality in the app itself
is appealing and rewarding as users of the app are already in learning mode and
would reciprocate better to any new learning. The event highlighted the need
for everyone in the society to progress towards Equal Homes and that can only
happen by eliminating the stains of disparity and gender biases that exists in
most households in India.
Hello English app is an English coaching app for speakers of
twelve Indian languages including Hindi, Tamil, Bengali and Punjabi. It
provides customized learning and helps improve English through audio lessons,
games and news-based comprehension quizzes. Ariel through its award-winning
movement strongly advocates that in order to change the mindset and stereotypes
of the nation related to gender biases, it is crucial to educate not just
children but mothers as well as they are the ones who lay the foundation of
learning for their kids and are the real changemakersof the society. Hello English app brings lot of mothers and
children of both gender on one platform to understand the need to
#ShareTheLoad.
Leading South Star sensation Nikki Galrani said, “I am truly
impressed with how Ariel thought of Hello English as a touch point to spread
the message of equality. All-round development of the next generation requires
them to be equipped with strong academics, but along with life lessons that
will make them equal partners in the future. Users enrolled with the app will
get to learn how to start sharing the load at home. While girls of today can
handle anything be it a basketful of dirty clothes or a competitive exam, boys
of today are often unable or unwilling to participate in household chores. I
just want to tell users of Hello English app that while you combat your fears
and excel in the language, do embrace the values of #ShareTheLoad and see how
your confidence shoots up. And a message to the moms out there - it’s time we
raise our sons the way we’ve been raising our daughters!”
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Actress Nikki Galrani and Arvind Kumar, Lead Sales, Hello English during celebration
of 1 Lakh Lessons delivered on Gender Equality
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Arvind Kumar, Lead Sales from Hello English app said, “Our platform
garners immense reach on a daily basis. With the
association with Ariel, we have been able to leverage this reach towards
building a more equal tomorrow. Ariel is committed to improving the lives of
the consumers and creating happier homes, and this is enhanced when family
members share household responsibilities. While Hello English app simplifies
the process of learning and excelling in English for users across cities, Ariel
with laundry at its centre continues to build a diverse, empowering and gender
neutral eco-system both at home and at workplace so that we can rapidly bridge
the gender inequality gap in our society. We are truly excited about this
partnership, and we are already seeing a strong response to the equality
lessons from our users. The message is resonating with them, and we are proud
to have been a part of this movement by leveraging our app to spread the
message of household equality.”
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Actress Nikki Galrani and Arvind Kumar, Lead Sales, Hello English
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Nikki Galrani also revealed 73 million views placard- that’s the
kind of success Ariel Sons #ShareTheLoad has garnered so far-the movement that
was initiated on January 24, 2019. Ariel has been
unearthing the reality of inequality within households since 2015, and with
their 2019 campaign Sons #ShareTheLoad Ariel raised a pertinent question, “Are
we teaching our sons what we are teaching our daughters.” Ariel believes that
one of the prime factors for the existing household inequality is that the sons
of today are not taught to, and not equipped to share the load at home. It is
the sons of today who will become partners of tomorrow and it’s crucial that
they are also taught household chores like laundry, cooking, etc. so that we
are equipped to progress towards a more balanced and equal society. Ariel
continues to have this conversation by making laundry the face of the movement
against inequality within households, because with Ariel, anyone can get best
results no matter who does the laundry.
Link of the campaign Ariel Sons
#ShareTheLoad
About #ShareTheLoad
Ariel #ShareTheLoad movement started in India to address the
household inequality that exists in our society. In 2015, Ariel raised a very
relevant question - ‘Is laundry only a woman’s job?’ to draw attention to the
uneven distribution of domestic chores. With the 2016 ‘Dads Share The Load’
movement, the conversation was aimed at unearthing the reason for the disparity,
which is the cycle of prejudice passed down from one generation to the next. The
movement has had a significant impact over the years, with more men sharing the
load than ever before. In 2015, 79%* men thought household chores are a women’s
job. In 2016, 63%* men thought household chores are a woman’s / daughter’s job
and ‘outside’ work is man’s / son’s job. In 2018, this number has reduced to
52%*. Despite progress, more work is still to be done. Towards this,
#ShareTheLoad recently launched the third leg of the movement with
Sons#ShareTheLoad because, with Ariel, laundry becomes the easiest chore to start
sharing the load with!
About Procter & Gamble India
P&G serves consumers in India with one of the strongest
portfolios of trusted, quality, leadership brands, including Vicks ®, Ariel®,
Tide®, Whisper®, Olay®, Gillette®, AmbiPur®, Pampers®, Pantene®, Oral-B®, Head
& Shoulders® and Old Spice®. 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 & 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 Hello English app
Hello English, is an English language-learning
application, which allows users to learn the English language through
interactive modules. As of January 2017, the application has over 15 million
downloads. It functions on a freemium pricing model. The app is
available on Android, iOS, Windows and Web.
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