Last month, Procter & Gamble’s fabric care brand, Ariel, unveiled a new iteration of its popular “Share The Load” campaign. Titled “Silent Separation”, the sixth edition aims to encourage men, women and children to speak up and address the silence on gender inequality at home. To know more, we are in conversation today with Sharat Verma, Chief Marketing Officer, P&G India and Vice President – Fabric Care for P&G Indian Subcontinent, and Josy Paul, the Chairman and Chief Creative Officer at BBDO India. What are the consumer insights that drove the campaign, and how does purpose-driven marketing help the Ariel brand? Let’s find out as we get ready to melt with Sharat and Josy.