Ad Campaigns
Wonderchef breaks kitchen stereotypes with campaign
Mumbai: Wonderchef, the leader in cookware and kitchen appliances, 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 core thought behind Wonderchef’s campaign is to democratize the Indian kitchen and create a future where everyone, regardless of gender, shares the joy of cooking. Through an interesting storyline, thought-provoking messaging, and powerful visuals, the campaign seeks to inspire individuals to embrace cooking as a form of self-expression, irrespective of societal norms.
Conceived by Wonderchef co-founder & CEO Ravi Saxena the campaign unfolds a captivating 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 of 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.”
“At Wonderchef, we believe that cooking is an art that everyone should enjoy. Couples who cook together, stay together,” said Mr Ravi Saxena. “Our campaign aims to challenge outdated stereotypes and promote inclusivity in the kitchen.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.”
Central to the campaign is Wonderchef’s latest innovation, Chef Magic, an appliance that revolutionizes the cooking experience and makes it possible for individuals to cook, regardless of their knowledge of cooking. Chef Magic is designed to simplify cooking tasks and empower users to experiment with new recipes, encouraging more people to participate in cooking. Chef Magic launch is slated around Women’s Day 2024.
Renowned actress T J Bhanu, who has challenged gender bias in all her roles, is the face of the campaign, 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.”
This innovative campaign has already garnered widespread acclaim across social media platforms for its bold messaging and compelling story. After its hugely popular “Dear Man Hold The Pan” campaigns, Wonderchef remains dedicated to fostering positive change in the kitchen, promoting inclusivity, and advocating for equality.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
