Conceptualised by BBDO India, the #MenInKitchen campaign for Parampara Expert Masala Mix shows how easy it is to prepare complicated dishes
BestMediaInfo Bureau | Mumbai | June 2, 2015
Click on the image to watch the TVC.
General Mills' Parampara, a brand which operates in the ready-to-cook category, has launched a range of Expert Masala Mixes which includes the first-of-its-kind Omelette Masala with a 'Masala Masti' twist. The product is a blend of many spices which gives a simple omelette a masaledaar twist. This all-new product has been introduced along with a campaign, #MenInKitchen, conceptualised by BBDO India. The two TVCs highlight how the Parampara Expert Masala Mix makes it so easy to prepare a complicated dish that even men can take over the kitchen and make it perfect every time.
MenInKitchen is a progressive thought and can be seen as a new tradition. Gender roles in India are changing. Women entrepreneurs and workforce have registered good growth and there is an increase in dual income homes. This also means that the load of household chores and cooking is equally shared. Cooking is no longer seen as a woman's responsibility: almost 40 per cent of young brides on matrimonial sites expect their husbands to know to cook and help with household chores.
Bringing this knowledge to life, the TVC opens with the son getting ready to go to work. He shouts, “Breakfast!” Assuming that he is asking for breakfast, his mother hurries into the room and says she will prepare it for him. To her surprise, he presents her with a perfectly made omelette. When she asks if he has added the necessary ingredients, he says he has a new style of preparing omelettes – usimg the new Parampara Omelette Masala - Masti Mix, which has transformed the omelette and helped him with a new and easier style of making an omelette. The mother is surprised with the delicious taste of the omelette.
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' involved in cooking the perfect dish. Parampara takes this uncertainty out of the equation. It has the exact blend of masalas pre-mixed to guarantee 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 progressive brand philosophy: 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
Elaborating on the nuances of the campaign, Josy Paul, Chief Creative Officer, BBDO India, 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! 'MenInKitchen' questions traditional thinking and kick-starts 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.”
More about the Omelette Masala: Without the hassle of chopping onions and thereafter putting just the right amount of seasoning and spices, the Parampara Omelette Masala comes ready with a blend of more than 12 spices and salt, giving it a unique and tasty masala twist. It is available at Rs. 5 for a 5 gm pouch.
The Parampara Expert Masala Mix range also includes Madras Sambar, Chicken Biryani, Paneer Butter Masala and two unique variants in Tawa Pulao and Omelette Masala.
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