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Since 2015, India’s leading detergent brand Ariel has been sparking meaningful conversations to drive equality in the division of household chores and urging more men to #ShareTheLoad. In the spirit of keeping this conversation going and furthering the cause of equality within households, Ariel launched this latest edition of the #ShareTheLoad movement with this film ‘See the signs #ShareTheLoad’. This year’s movement spotlights the long-term impact of unequal distribution of chores on relationships, urging more men to #ShareTheLoad for an equal and happy marriage.

Ariel’s latest film raises a pertinent question to men: “Are you growing together or apart?” Ignoring inequality in the distribution of household chores is creating an emotional distance in some relationships. In fact, a recent survey shows that 65% of women feel an emotional distance from their spouse. This distance is leading to a breakdown of communication between partners. When the burden of chores is entirely on the woman, the relentless to-do list leaves her stressed and gradually disconnects her from the relationship, as we see in Ariel’s ‘See the signs #ShareTheLoad’ film.

A recent survey shows that 74% women have given up talking to their partners about sharing the load in the house. Ariel firmly believes that the foundation of a strong relationship is based on equality; where both feel respected, appreciated, and valued. Couples that do chores together and share the load are happier and have a stronger bond. It reduces the stress and burden from one of the partners and can boost companionship and happiness. Over 95% couples surveyed believe that doing chores together will improve their relationship.

This new Ariel ‘See the signs #ShareTheLoad’ film showcases the story of an elderly couple and how their relationship has changed over time. Their daughter, who is visiting them, notices signs of distance between her parents and confronts her father on their way to the cinema, which her mother declines to join at the last minute. The father shares how the emotional distance between him and her mother has grown over time and how today ‘their’ shared life has turned more into “his” and “her” life without the shared moments. The daughter explains that the effect of disproportionate load on her mother could be the reason. The father realizes how he has been taking his wife for granted and vows to share the load. He realizes that to share a life, you need to share the load. The car takes a ‘U’ turn. almost like a ‘U’ turn in his own life. The film moves to day 2, where the wife wakes up with the whirring sound of the washing machine, wondering who started the laundry. To her surprise, she notices her husband coming towards her with two cups of tea. It’s a poignant moment when the husband says, “Can we start again?” She is amazed yet pleased, smiles, and together they are seen having a sip and chatting happily around the washing machine.

The film reflects the experiences of many couples who continue to face inequality in their relationships. Many men have started to do more, and many even take up their full share of responsibilities within the home and #ShareTheLoad equally. For those who have not, the film serves as a reminder to recognize signs of inequality in their relationship. While the husband in the film realizes this in his later years, it is crucial for young couples to recognize the impact of inequality and start sharing the load today to build a happy and equal married life.

Past #ShareTheLoad editions:
Season 5:    • When we #SeeEqual, we #ShareTheLoad  
Season 4:    • Unequal division of household chores ...  
Season 3:    • #ShareTheLoad asks “Are we teaching o...  
Season 2:    • Why is Laundry only a mother’s job? D...  
Season 1:    • #IsLaundryOnlyAWomansJob? #ShareTheLo...