TTK Prestige: #CookingHasNoGender

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 campaign features the first film of many and talks about cooking as a life skill rather than a gender role.
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. Mother’s Day campaigns show sons helping their mothers in the kitchen, but those stories still play to the stereotype. However, 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.
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.