Reframing the Conversation Around Cooking and Shared Responsibility 

In Indian households, progress at work has not always translated into progress at home. While women’s participation in the workforce has steadily increased, domestic responsibilities, particularly cooking, have remained largely unchanged. Data consistently showed a stark imbalance, with women continuing to shoulder the majority of unpaid household labour, even as men dominated professional kitchens and culinary recognition. 

Against this cultural contradiction, a purpose-led campaign set out to challenge long-held assumptions around gender and cooking. The intent was to spark a mindset shift, reposition cooking as a shared responsibility, and build meaningful conversation around a household appliance category deeply embedded in everyday life. 

The strategy was rooted in a simple yet powerful insight: cooking is not defined by gender. This thought came alive through a unifying creative idea that combined aspiration with accessibility. A curated cookbook paired everyday microwave recipes with stories of achievement, reinforcing the belief that if men can accomplish extraordinary feats, they can participate meaningfully in everyday cooking at home. 

Execution spanned multiple touchpoints. The campaign launched on International Women’s Day by directly addressing men, supported by a digital brand film, influencer collaborations, media outreach, in-store activations, and a public pledge encouraging men to step into the kitchen. The approach blended culture, conversation, and product relevance without relying on overt messaging. 

The response was significant. The campaign received extensive coverage across leading advertising, marketing, and media platforms, achieved over 36 million in PR reach, and delivered strong digital engagement. Social traction grew steadily, search interest increased, and thousands pledged participation, translating conversation into visible intent. 

By anchoring itself in a relatable cultural truth and reframing cooking as a shared act rather than a gendered role, the campaign demonstrated how purpose-driven storytelling can create relevance, spark dialogue, and build lasting brand equity. 

Explore the full case study to see how a cultural insight evolved into a movement that blended conversation, impact, and measurable outcomes.