The third leg of 'Share The Load' campaign was launched by Procter & Gamble's fabric care brand Ariel.

CNBC-TV18 spoke to Sonali Dhawan, chief marketing officer - Fabric Care, P&G and Josy Paul, chairman, BBDO, an Ad company, on the gender equality movement being carried out through the campaign.

The intention of the campaign was to have a mass movement where we become comfortable with the idea of raising sons who are equipped to share all kind of work, starting with laundry, Dhawan said.