Mumbai: TTK Prestige has launched a new campaign on Mother’s Day that echoes its progressive views of gender roles in the kitchen. Titled #CookingHasNoGender, the campaign conceptualised by 22feet Tribal Worldwide intends to make Indian kitchens gender-neutral by bringing men into the fold. The marketing campaign will run on all major social media platforms.

"For a long time, advertising for cookware brands has featured women front and centre in the kitchen because of stereotypes that expect them to fulfil that role in the family. This new campaign reflects the dynamics of a modern family where cookware is for anyone to cook and feel more comfortable in the kitchen regardless of gender," said the brand in a statement.

The film opens with a young boy learning to cook from his father, who insists on teaching him the effort that goes into making a simple meal. Tired, the boy asks if it’s necessary to learn cooking. The father imparts a simple lesson that everyone should learn how to cook.

‘‘As a brand with a legacy of over 66 years, mothers have always had a special place in our hearts. TTK Prestige shares a strong bond with them through our range of innovative products that eases their lives in the kitchen," said TTK Prestige deputy general manager Ankur Agarwal. "Through the narrative in the campaign, TTK Prestige endeavours to capture the little things that make family time so meaningful and endearing. This campaign strongly endorses aspects such as love, togetherness and food, which fuels closeness in a family. As a brand that is relatable to current times, we believe that #CookingHasNoGender.’’

“Progress cannot be limited to the fringes, it has to be mainstream. And we are proud to see brands like TTK Prestige wanting to drive progressive narratives," commented 22feet Tribal Worldwide EVP and national head of business Ken Sekhar. "We are fortunate to work with a company that partnered with us to push the envelope on inclusive and diverse communication. The result of that relationship is what you see in this campaign.”