General Mills’ Parampara has rolled out two ad films for its range of 'Expert Masala' mixes . The campaign titled ‘#MenInKitchen’ has been conceptualised by BBDO India and went on air on 26 May.
One of the films begins with a woman (played by Bollywood veteran Reema Lagoo) talking about the early days of her marriage, and her fears then of making of making 'tawa pulao’. Alongside her is someone, not in the picture, preparing the very dish with rice and vegetables on the pan. The lady goes on to talk about how lucky the cook of today is, because there is no longer a need for extra masalas thanks to Parampara's Expert Masala mix. It is revealed that she is addressing her son, when she says that until her daughter-in-law adjusts to the house, he can cook. He responds, questioning the presumption, adding that he can continue to cook forever. The mother tastes the food and is visibly delighted.
The other film features the same duo, but with the son surprising the lady this time with a masala omlette .
Both films end with the message that with the simple-to-use expert masalas, even men can cook as the #MenInKitchen is displayed on screen.
Salil Murthy, marketing director, General Mills India, said, “Parampara is a brand that promises authentic, delicious taste for the modern Indian family. We started by putting the consumer first and learnt that while she loves dishes like Paneer Butter Masala and Butter Chicken, she was never sure of exactly how it would turn out because there’s just so much ‘andaaz’ (estimation) involved in cooking the perfect dish. Parampara takes this uncertainty out of the equation. It has the exact blend of masalas pre mixed that guarantees her the perfect taste for the dish that she’s making. The advertising takes it a step further – these dishes are now so simple to make that we are inviting the men of the house to try and make it – #MeninKitchen. And that’s the brand philosophy of progressive, modern thought – why should the woman be charged with cooking all the time? There are literally no excuses for the man now to not share a hand in the kitchen!Consistent with this innovative theme, we have launched an Omelette Masala variant – to get the perfect Masala Omelette every time!”
Josy Paul, chief creative officer, BBDO said, “#MenInKitchen challenges the existing stereotype of only women doing all the cooking at home. The idea was born from the brand's unique offering – expert masala mixes where you don't need to add any extra masalas. So, now even men can cook. That's so liberating!! 'Men in Kitchen' questions traditional thinking and kickstarts a new 'Parampara' – a new world order. It's encouraging to see the brand taking sides – and going all out and aligning itself with a more progressive social agenda. It is about leading consumers to a higher plane.”
Client: General Mills
Creative agency: BBDO India
Chief creative officer: Josy Paul
Sr. creative director: Hemant Shringy
Sr. creative director and Head of Art: Sandeep Sawant