Wonderchef's #CookTogether challenges traditional gender roles in the kitchen

Wonderchef 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 campaign seeks to inspire individuals to embrace cooking as a form of self-expression, irrespective of societal norms. 

Conceived by Ravi Saxena, Co-Founder and CEO of Wonderchef, the campaign unfolds a 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, 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.”

Saxena said, "At Wonderchef, we believe that cooking is an art that everyone should enjoy. Couples who cook together, stay together. "Our campaign aims to challenge outdated stereotypes and promote inclusivity in the kitchen.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."

Actress T J Bhanu 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.”

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