FMCG major P&G’s detergent brand Ariel has revamped its campaign called #ShareTheLoad to make men feel responsible for household work, too –
This campaign is also backed up by a survey done by a ‘third party’ as claimed by the brand –
Last year Ariel showed some really demeaning statistics for men from a survey done by AC Nielson as a result of which the survey major had to face unprecedented criticism from men’s groups and many family boycotting the product. Even women did not like the way it was projected last year –
Read – Washing dirty linen
This year Ariel did not take any chance of revealing the name of the survey company.
This year’s campaign claims the following –
- 2 out of every 3 children think that washing clothes is a mother’s job
- 78% of girls in India agree that they should learn laundry as they will have to do it when they grow up
- 81% of married men in India agree that their daughters should learn laundry household chores
- 76% married men in India believe that not helping with laundry at home, still makes them a great role model for their children
- 65% married men in India agree that their children replicate their behavior at home
The figures are based on a survey conducted in four cities viz. Delhi, Mumbai, Bangalore and Hyderabad on 542 persons.
This campaign challenges our mindset that a woman does all the household chores and men do not help them. The video created for this campaign shows a working woman coming home from office and still doing household chores while the man is watching TV while working on laptop.
Men’s rights activists are however not very happy with this campaign, too. They say this campaigns wants to increases responsibilities of men while women continue to have no responsibility in their families –
While many men agree that it is better to share the load but they think it needs to be left to the families to decide rather than outsiders shaming anyone. They also show that families where both the partners work in corporate, can easily employ housemaids to get their work done. Families where the woman does not work in corporate, women should not have any issue with household work. Their argument is that in urban families the percentage women working is still very less compared to the percentage of men who needs to work. Also in almost all families men always work in higher positions than the women in the house and they are expected to work longer hours in their offices, it is unjustified to shame men for not sharing the household work.
Some men’s activists bring examples from evolution of human species where women opted to stay indoors for being safe from attack of wild animals or other tribes and chose the household work, when men chose the most dangerous work of hunting and getting food and resources for the families. That was in the best interest for the human species and hence that is how the society has evolved.
With changing nature of job and survival requirements this situation has changed. Now families can’t sustain their needs without both the couple working and earning money. While it is upto the individuals to decide what they want to do in their families but if men’s responsibilities are reminded to them like this to shame them, then today’s women also need to be reminded that nurturing the children of the husband or taking care of his family and being faithful only to the husband is also her responsibilities. No one seems to imply on women that contributing to their family financially is also their responsibility. All these become feminist issues. This is the reason men’s activists think dowry should be legal in Indian marriages as that will ensure financial contribution of women in their own families –
Even though Ariel has revamped their earlier campaign, Indian men’s rights activists still see #ShareTheLoad as a misandric campaign and plan to further boycott the detergent brand Ariel.