TTK Prestige challenges gender roles in the kitchen with #CookingHasNoGender campaign

Mumbai: TTK Prestige has launched a new campaign on Mother’s Day that echoes its progressive vision of gender roles in the kitchen. Titled #CookingHasNoGender, the campaign conceptualized by 22feet Tribal Worldwide aims 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 put women front and center in the kitchen due to stereotypes that expect them to fulfill this role in the family. ‘a modern family where everyone has access to kitchenware and feels more comfortable in the kitchen, regardless of gender,’ the brand said in a statement.

The film opens with a young boy learning to cook from his father, who insists on teaching him the effort required to prepare a simple meal. Tired, the boy asks if it is necessary to learn cooking. The father teaches a simple lesson that everyone should learn to cook.

”As a brand with a heritage 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 make their life in the kitchen easier,” said TTK Prestige Deputy General Manager, Ankur Agarwal. “Through the campaign narrative, TTK Prestige strives to capture the little things that make family moments so meaningful and endearing. This campaign strongly supports aspects such as love, togetherness and food, which nurture closeness in a family. As a brand related to the present day, we believe #CookingHasNoGender.”

“Progress cannot be limited to the margins, it must be mainstream. And we’re proud to see brands like TTK Prestige want to drive progressive narratives,” commented Ken Sekhar, 22feet Tribal Worldwide Executive Vice President and National Chief Business Officer. “We are fortunate to work with a company that has partnered with us to push the boundaries of inclusion and diverse communication. The result of this relationship is what you see in this campaign.

Karl M. Bailey