On Day 3 of Cannes Lions 2025, India earned a shortlist in the Sustainable Development Goals Lions under the Long-Term Brand Platform sub-category with BBDO India’s ‘#ShareTheLoad (10 Years)’ campaign for Ariel.
Josy Paul, Chairperson and Chief Creative Officer at BBDO India, is serving as Jury President for the category this year.
Ariel’s #ShareTheLoad, the longest-running brand-led social movement tackling gender inequality at home, marked a decade of impact with its 2024 edition.
This chapter spotlighted the often-overlooked mental load of household chores that continues to hold women back. The campaign challenged traditional norms by shifting the conversation toward the emotional and cognitive strain women bear, asking, “How strong is your home team?” Over the years, Ariel has consistently delivered the message of equality through thoughtful storytelling and innovative touchpoints.
Link to the campaign:
So far, India has secured a total of 12 Lions at Cannes Lions 2025 so far, including 2 Gold, 6 Silver, and 4 Bronze.
The Cannes Lions Award Shows are taking place each evening from Monday, June 16, to Friday, June 20, 2025, in Cannes, France.
