Ariel’s new campaign #WashTheLabel speaks directly to judgemental people.
In Pakistan, it seems everyone loves to jump to conclusions without clarifying the details or knowing the background story of anyone.
The campaign by Ariel tells one such story of Kiran, a hard working woman who has a disabled mother to look after.
She takes a day off from the office to serve her mother, but with her, she brings a set of contracts that the company requires.
The director of the company sends out Kiran’s colleague to collect the contracts from Kiran’s residence.
The colleague doesn’t like Kiran due to her rough and harsh attitude. And she hates the fact that she has to come all the way from the office to collect papers from her residence.
But at this point, Kiran’s colleague doesn’t know the true story of Kiran and labels her a ‘Boss ki chamchi’.