Wonderchef unveiled its ad campaign aimed at challenging traditional gender roles. The campaign breaks the stereotype that only women must cook at home. The campaign #CookTogether highlights the importance of gender neutrality in the kitchen and promotes inclusivity and equality, establishing cooking is for everyone.
“The campaign unfolds a captivating narrative, a young woman confidently questions her potential partner’s culinary skills in an arranged marriage setup. The narrative challenges the conventional belief that cooking is solely a woman’s responsibility, resonating strongly with modern audiences and sparking conversations about gender bias in Indian homes,” Ravi Saxena, co-founder and CEO, Wonderchef, said.
The core thought behind Wonderchef’s campaign is to democratise Indian kitchens and create a future where everyone, regardless of gender, shares the joy of cooking. Through a storyline, messaging, and visuals, the campaign seeks to inspire individuals to embrace cooking as a form of self-expression, irrespective of societal norms.
“Traditionally, women have been expected to manage the kitchens. Our campaign aims to challenge and change this perception, showing that cooking can be a collaborative, gender-neutral task with the right appliance. The essence of our campaign is to redefine the kitchen as a space of equality and shared joy,” Chef Sanjeev Kapoor, co-Founder, Wonderchef, said.
The campaign has garnered widespread acclaim across social media platforms for its messaging and story. After its ‘Dear Man Hold The Pan’ campaigns, Wonderchef remains dedicated to fostering positive change in the kitchen, promoting inclusivity, and advocating for equality.