As Chandrayaan's Vikram lander touched down on the moon, India's brand world indulged in one of the year's most memorable moment marketing opportunities.

In conversation with chief marketing officer, P&G India, and vice president, fabric care, P&G and BBDO’s Josy Paul about the latest rendition of Share the Load campaign.

The new film touches on the theme of equality between partners - romantic and otherwise.

The hashtag challenge urges viewers to maintain social distancing by switching up their greetings; and shooting a video with the filter on TikTok.