Ariel Releases #ShareTheLoad ASMR Video on International ASMR Day

Ariel Releases #ShareTheLoad ASMR Video on International ASMR Day

The unequal division of domestic chores has been a fact for decades. Until now, 71% of women sleep less than their husbands because of this imbalance. For this International ASMR Day, Ariel India is giving men yet another excuse for # ShareTheLoading Homework, and offering women a way to relax, keep calm and sleep better!

The new Ariel ShareTheLoad Movement-#ShareTheLoad for Fair Sleep is all about effect and practice. The unequal division of household tasks, such as washing, is coming in the way of women having adequate sleep and rest. Bringing the topic further and in the sense of the modern times, today on the International ASMR Day, Ariel has partnered with the American artist ASMR YouTuber and GIBI.ASMR to handle #ShareTheLoad ASMR. This ASMR video is a portrayal of a laundry husband, the sound of which is soothing for women! Nothing is more blissful for women than the sound of some household chores being done by men and done well! If women are confident that household tasks are being taken care of, they can relax and sleep better.

The video lasts 6 minutes and advises men to take up a task like laundry, because it is the easiest activity to get started. The Ariel #ShareTheLoad ASMR video shows men a basic laundry move. This serves two purposes: people learn how to do laundry and the calming and relaxing tone of the chorus as the partners take up laundry that can allow women to relax or sleep better.

Ariel Releases #ShareTheLoad ASMR Video on International ASMR Day

ASMR stands for “Autonomous Sensory Meridian Response.” It’s the word for weird, tingly feeling people get when they watch relaxing videos that may make them relax and even cause them to fall asleep. These videos are very common all over the world and are considered very helpfully in alleviating anxiety. Gibi, with around 2.53 million YouTube subscribers, is internationally renowned for its variety of ASMR videos.

Nowadays, when people just live indoors, they’re not only working from home, they’re still working at home. It’s heartening to see more and more people come forward and take pride in doing household chores to be equal partners with their spouses. If the responsibility is not spread, there is an unfair burden on one member of the family. It’s not only about family well-being, but also about handling all household activities, caring for children, their own jobs, etc. People among us are always the first to wake up, the last to sleep. If men do not share the responsibility, what ends up having an effect is a simple and daily phenomenon – sleep and rest! Thus, the lack of sleep is almost an indication of deprivation within the household. Ariel’s ASMR video is soothing and relaxing in collaboration with Gibi. Operating from home allows families to bond more and spend more time together. Ariel’s ShareTheLoad initiative has an uncanny similarity to the present scenario and a harpsichord about the need for Equal Household for Happier Homes.

“Sleep can be constantly forced down the list of people’s concerns, even though it’s so necessary to let your body relax and heal. When we sacrifice sleep, rest, and relaxation on account of such a social burden to do it on our own, it can wear down on us not just physically, but also mentally. I was moved by the Ariel # ShareTheLoad campaign because it’s a message that I don’t think we’re looking at enough. I know how important it is in my own household that my partner and I share the responsibility of our own mental wellbeing, and I hope that this message will reach families and partnerships in India and beyond! There truly is nothing more relaxing than knowing that your partner or your family has your back – that even though there’s work to be done, you can get it done together; it doesn’t always have to be JUST YOU. So, my beautiful ladies in India, this one’s for you! Let’s sit back, relax, and let your partners take up the laundry for a change while you enjoy this ASMR video!” said by GIbI.

Elated with the first of its kind Laundry ASMR, Sharat Verma, CMO, P&G India and Head, Fabric Care Indian Subcontinent, said, “Ariel’s ShareTheLoad campaign, which started five years ago, has sparked discussions to encourage gender equality in the home by encouraging fair distribution of household chores. The message is more important than ever as the home is also an office, a school and a playground. Research tells us that households, where couples share a responsibility to make their homes happier. It’s critical for women to have the same rest and sleep. Gibi’s ASMR video aims to help more and more women unwind with soothing sounds and sights while inspiring more people to # ShareTheLoad.”

Barkha Verma

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