“#ShareTheLoad – For Equal Sleep” is the fourth edition of a campaign that debuted in 2015. On this episode of Melt, Anant Rangaswami (Editor, Melt) finds out what’s working, what’s not, and why the detergent brand chose to continue this campaign, in a conversation with Sharat Verma (Head – Marketing, P&G India + Business Head – Fabric Care, P&G Indian Subcontinent) and Josy Paul (Chairman & CCO, BBDO India).

Melt airs on WION every Saturday at 11:30am and Sunday at 10:30am.