Taking the
Campaign Forward
Ab kitchen mein badh rahi hai mardo ki bhaagedaari
We started off with a pressing concern – something we had observed through ages and generations. The kitchen duties were taken up by the women alone. This irked us and we introduced Rasode Mein Mard Hai – a campaign that changed the way kitchen duties and roles were perceived.
So many discussions, posts and 3 full fledged TVCs with male stars we knew the conversation had begun.
Once we knew that we had at least hit the subconscious of the audience – half the battle was won. We had introduced the idea, and now what we had to see was the acceptance and understanding on this.
So, through months, we went on – ground and spoke to many more men and women to understand what they thought about this concept.
What we found was that men were taking a notice on this issue and were trying to adapt themselves to redefine how most Indian households perceived cooking.
While the men were changing the women too applauded this initiative. We realized that as a brand that was now a legacy – we had taken a stand which was welcomed with open arms by all gender and ages alike.
This acceptance has been translated into 5 different scripts where we take the thought forward and now have normalized the idea of men discussing about cooking, food and other kitchen roles as seamlessly through their day as a woman would.
With our heart in the right place and our minds ready to accept this new normal we present these 5 interesting scenarios as digital films, where men have taken center stage when it comes to kitchen duties. And guess what – it does not look out of place but looks as if this is exactly how a day in the life of a man could be.
