Mumbai: Wonderchef, the leader in cookware and kitchen appliances, has unveiled its latest ad campaign aimed at challenging traditional gender roles. The campaign breaks the stereotype that only women are required to 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. It need not be a chore; it can be a pleasurable activity full of love and enjoyment.
The core thought behind Wonderchef's campaign is to democratize the Indian kitchen and create a future where everyone, regardless of gender, shares the joy of cooking. Through an interesting storyline, thought-provoking messaging, and powerful visuals, the campaign seeks to inspire individuals to embrace cooking as a form of self-expression, irrespective of societal norms.
Conceived by Wonderchef co-founder & CEO Ravi Saxena 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.
Chef Sanjeev Kapoor, Co-Founder of Wonderchef, said, “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.”
"At Wonderchef, we believe that cooking is an art that everyone should enjoy. Couples who cook together, stay together," said Mr Ravi Saxena. "Our campaign aims to challenge outdated stereotypes and promote inclusivity in the kitchen. We want to empower individuals to explore their culinary creativity and create a future where cooking is a shared responsibility."
Central to the campaign is Wonderchef's latest innovation, Chef Magic, an appliance that revolutionizes the cooking experience and makes it possible for individuals to cook, regardless of their knowledge of cooking. Chef Magic is designed to simplify cooking tasks and empower users to experiment with new recipes, encouraging more people to participate in cooking. Chef Magic launch is slated around Women’s Day 2024.
Renowned actress T J Bhanu, who has challenged gender bias in all her roles, is the face of the campaign, said, “In many aspects, like literacy and employment, we have come a long way, and women have established themselves as equally competent counterparts. However, even today, cooking is a gender-assigned role. I have partnered with Wonderchef to enable a cultural shift and build a future kitchen where cooking is not meant for only women but all of us cook together.”
This innovative campaign has already garnered widespread acclaim across social media platforms for its bold messaging and compelling story. After its hugely popular “Dear Man Hold The Pan” campaigns, Wonderchef remains dedicated to fostering positive change in the kitchen, promoting inclusivity, and advocating for equality.
