73% of women in India believe men should do more to help with the laundry. Ariel started a media debate on this subject and created a "His & Her" pack. They also partnered with leading fashion brands and retailers to add "Can be washed by women and men" to the washing instructions on labels. Marriage websites also added "willing to share the load" as part of the male profiles - leading to 1.5M men signing up.
$9.5 M of PR was created and sales increased by 60%.
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