Ariel Matic has used a number of IMC tools in the ‘Share The Load’ campaign and they are as

follows:

 Advertising- It was the first IMC tool that Ariel used. As advertising is a strong medium
to deliver any message to large number of customers. And Ariel Matic has used
television advertisement to efficiently reach their message to large number of audiences.
 Public Relations- Public relation is another IMC tool that Ariel Matic has used. It means
engaging in different activities to create strong image and also relating the brand with the
consumers. It uses publicity and a variety of tools including publications, participation in
community activities. Ariel started it by raising an important question: 'Is laundry only a
woman's job?' and Influential Indians and celebrities then stepped forward to push this
message online, also Ariel directed men towards sharing the load through various events
across the country – from giant installations in malls that taught men how to do laundry
and become 'laundry graduates' to 'basketball laundry' in multiplexes that turned the
boring task to a fun game that men would enjoy and want to be a part of. All of these
activities are part or counted as PR activities.
 Internet Marketing- Internet also helped Arial Matic in gaining success to this campaign.
They have used the internet very wisely. Like they have tied up with leading matrimonial
websites, where millions of marriages are arranged, to take up the message of gender
equality at home by making sharing the load of laundry a mandatory requirement while
signing up which attracted people’s attention. Also they have used Facebook to reach
their target customers.