Ariel India#ShareTheLoad

P&G and HUL the two biggest FMCG companies

are housing 2 detergent brands. It not only
becomes difficult to have an extremely strong
distinction from within but also to make sure that
the consumer understands the difference.

So while P&Gs Tide competes with HULs Rin at

the same time P&Gs Ariel competes with HULs
Surf Excel.

Ariel targets upper middle class segment who own

washing machines and are willing to pay a premium
for benefits like fragrance and color preservation.

In this light, Ariels #ShareTheLoad talks directly to

its target audience. It talks to an audience that is
changing with time and is progressive in a society
that takes them for granted. A brand like Ariel is
fairly known so this positioning and stand makes it
stand out not only from cheaper substitutes but is
also a fitting reply to the long running Daag Acche
HaiDirt is good campaign of its closest
competitor.