A campaign that changed the narrative in Indian kitchens, and normalised the notion of gender equality when it came to taking up kitchen duties. An in house collaborative effort of the creative, production and media teams to executing the entire TVC ‘SwadSeSamjhautaNahi’ which initiated this thought, RasodeMeinMardHai became a digital revolution which saw contributors across all ages and gender voicing their support to the cause.
A supporting website was created which explained the cause and brand philosophy. The website also became a platform for users to share their own ‘Rasode Mein Mard Hai’ story.
The campaign was extensively promoted through media channels and even taken up on radio where radio jockeys also fueled the campaign further.
While the thought was already initiated through the brand’s TVC – the agenda was launched via a LIVE event with one of the brand ambassadors Pankaj Tripathi flagging off the concept. He urged everyone to take up kitchen duties as a gender neutral activity and also promoted his own belief in the same. The campaign was taken on ground to the masses where people were asked to share their thoughts on the idea of men cooking in the kitchen. An overwhelming response received was shared on social handles like Facebook, Instagram and Twitter with #RasodeMeinMardHai.