1.

Justify Ariel’s campaign objective in light of your understanding of communication

objective. [Mapped against SLA-1]
Ans: the communicative objective mainly focuses on communication and planning, which is the
role f the IMC program. IMC program especially designed the advertising so they can achieve
brand knowledge and interest. A well-designed advertisement also helps achieve a favourable
attitude and image, and it creates purchase intentions among the customers. When a brand is
newly launched, customers do not receive a response immediately. It is a well-planned
advertisement that provides relevant information about the brands that created interest among the
consumers.
Ariel is India's largest detergent brand, and it started a new campaign in 2016 named
"#ShareTheLoad". In this campaign, they not only focus on cloth stains but also on the cultural
stain of gender inequality as women have an obligation to do laundry. This campaign creates
awareness that men and women should be appropriately treated.

Ariel’s campaign objective in light of understanding of communication are discussed below-

 Creating awareness: the main focus of the Ariel campaign is to create awareness among
the nation. The campaign "#ShareTheLoad" focused on diminishing the gender inequality
at home in the nation. It has been a rule that women should be treated less. Women have
all the responsibilities in doing household chores. This campaign focused that men and
women both should share the works at home. They wanted not only to remove the clothes
stains instead removed the cultural stain of gender inequality.
 Seeking attention of urban women: Ariel’s campaign “#ShareTheLord” wanted to create
equality that both men and women should do the laundry work. It is believed by 76% of
men that women should only do laundry work. Ariel company wanted to change this
concept, and for this sake, they created this campaign. They wanted to create a campaign
that would seek the attention of urban women. This campaign increased 20% of the
unaided brand awareness of Ariel as well.
 Contributing the knowledge about the cultural stain: ariel is one of the largest detergent
brands in India, and this company wanted to enlighten the nations about the cultural stain.
India also wanted to share this idea in 22 countries in 16 languages, including
Bangladesh, Pakistan, and Sri Lanka. Their focused group was 25 to 30 age people. They
aired their campaign advertisement repeatedly in 22 countries. They thought they wanted
to target their target group, yet those who were not their target audience also got
influenced and changed their mindset.
This campaign of Ariel has significant consequences. They focused not only on their
target audience and the people who only use their products; instead, they focused on a
social stigma that created a clear mindset about the inequality of men and women in the
house. They got much appreciated about their idea of the "#ShareTheLoad” campaign.
  Creating engagement: in the case of creating engagement, Ariel chose Facebook as a
social platform. According to research, most urban Indian women spend their time on
Facebook compared to other social media. Ariel wanted to create an engagement rate on
their Facebook page to discuss the social stigma.
 Getting feedback and capturing the customers' attention: the concept of the Ariel
"#ShareTheLoad" campaign captured the audience's attention. They appreciated the idea
that they brought in the light. They liked the campaign and the way the company reached
the audience as well. This campaign consisted of India, but People of many countries like
Bangladesh, Pakistan appreciated that. They shared the advertisement on social media
along with the valuable message. About 1.5 million people h got inspired by the
campaign, which helped them change their mindset as well. It was a matter of success
that ariel earned USD 10 million from this campaign.
From the above discussion, it can be concluded that the main objective of the Ariel campaign
was to make a change in the traditional attitude of urban Indian households. They focused on the
concept of the stigma that men and women should be treated equally at home as well. The
women are not only responsible for household chores like doing laundry. Both men and women
have to share their responsibilities in doing laundry.