The fight for equal pay may be well-publicised, but women are still left to most of the housework behind closed doors. And while advertisers are shifting away from out-dated ideas of macho cleaners and domestic goddesses, how can men be convinced to pull their weight in the home?

Makers of big household cleaning products are keeping close tabs on an important behavioural change as more men are washing dishes, mopping floors and doing laundry. Men reported doing 16 minutes of housework a day in 2011, up two minutes from 2003.

Asia's growing economies are creating new opportunities, but how equal are they? How are labels used to categorise professional Asian women, and how can brands communicate with this powerful consumer demographic in a meaningful and relevant way?

Cillit Bang’s long-time spokesman Barry Scott has been swept away as the brand seeks to make household chores more appealing to the modern man. But can a Flashdance-inspired ad with Hollywood production values really get blokes more excited about scrubbing their bathrooms and kitchens?