Sharat Verma , CMO, and VP, Fabric Care , P&G India , would love to see true gender equality occur in this lifetime. He tells Brand Equity about why women need to be represented better in communication and the intent behind #ShareTheLoad, its long-running campaign calling for equal responsibility in Indian households. Excerpts from an interview: As a brand, what do you hope to achieve for women beyond representation, gender diversity and inclusion? About 79% of married men in India thought that laundry was only a woman's job. Over the years, that number has come down to 41%. This number needs to be zero. Nearly 25% of urban households claim that they divide the chores almost equally. We want to be a vocal supporter till we get to the movement's mission: Gender equality and an equal division of household chores. We believe that by leveraging the voice of our brand, we can be a force for good and growth. Ariel 's recent open letter calls for a better representation of women's roles. What do you feel about the overall portrayal of women — either the stereotypes or the 'badass' — being far removed from reality? #ShareTheLoad puts the spotlight on… Read full this story
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Brands can’t be changing their purpose every season, says P&G India's Sharat Verma have 286 words, post on brandequity.economictimes.indiatimes.com at May 18, 2022. This is cached page on xBlogs. If you want remove this page, please contact us.