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Procter & Gamble Enlists Help Of Comic Character To Sell Detergents And Promote Gender Equality In India

May 3, 2016: 12:00 AM EST
Procter & Gamble drafted popular children's comic character Shikari Shambu to launch the #ShareTheLoad campaign for its Ariel Matic brand of laundry detergents in India. In the May 2016 issue of the Tinkle magazine, the comic character will be depicted helping his wife with household chores. According to the company, the campaign aims to promote “laundry equality” among children, encouraging them to learn about the values of gender equality early in life.
"P&G's Ariel gets Tinkle's Shikari Shambu to #ShareTheLoad", afaqs! , May 03, 2016, © afaqs!
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