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P&G’s Ariel has announced an association with the language learning app Hello English, to encourage app-learners to inculcate basic life skills as a step towards eradicating gender disparity that exists in Indian Households. 

The association with Hello English app reiterates that as we teach our sons how to pursue a career and give them the right exposure for it, it’s also extremely important that we add to the lessons by inculcating the values and equipping them to #ShareTheLoad when they become partners tomorrow.

The brand along with the app organised an event for the same, which saw the presence of South Indian actress Nikki Galrani spreading the message of equality. The event highlighted the need for everyone in the society to progress towards equal homes and that can only happen by eliminating the stains of disparity and gender biases that exist in most households in India. 

Hello English app has not just young students but even housewives, mothers and young professionals as users. Since seeing is believing, the initiative to integrate the message of household equality in the app itself is appealing and rewarding as users of the app are already in learning mode and would reciprocate better to any new learning.

Hello English app is an English coaching app for speakers of twelve Indian languages including Hindi, Tamil, Bengali and Punjabi. It provides customised learning and helps improve English through audio lessons, games and news-based comprehension quizzes.

Ariel through its campaign #ShareTheLoad advocates that in order to change the mindset and stereotypes of the nation related to gender biases, it is crucial to educate not just children but mothers, as well. They are the ones who lay the foundation of learning for their kids and are the real changemakers of society. Hello English app brings a lot of mothers and children of both gender on one platform to understand the need to #ShareTheLoad.

Arvind Kumar, Lead Sales from Hello English app, said, “Our platform garners immense reach on a daily basis. With the association with Ariel, we have been able to leverage this reach towards building a more equal tomorrow. Ariel is committed to improving the lives of the consumers and creating happier homes, and this is enhanced when family members share household responsibilities. While Hello English app simplifies the process of learning and excelling in English for users across cities, Ariel with laundry at its centre continues to build a diverse, empowering and gender-neutral eco-system both at home and at the workplace so that we can rapidly bridge the gender inequality gap in our society.”

Ariel has been unearthing the reality of inequality within households since 2015, and with their 2019 campaign Sons #ShareTheLoad Ariel raised a pertinent question, “Are we teaching our sons what we are teaching our daughters.” Ariel believes that one of the prime factors for the existing household inequality is that the sons of today are not taught to, and not equipped to share the load at home. It is the sons of today who will become partners of tomorrow and it’s crucial that they are also taught household chores like laundry, cooking, etc. so that we are equipped to progress towards a more balanced and equal society.

The campaign Ariel Sons #ShareTheLoad