The kitchen is one of the last bastions of patriarchy in Indian society. A woman’s place is in the kitchen, is an old adage. Admittedly there has been some progress in the position of Indian women in society. However, even as women are conquering corporate boardrooms, fact remains that managing the kitchen is the sole responsibility of the woman in most Indian households.
Well, no more... Wonderchef introduces us to ‘aajki wonder woman’, who is comfortable not cooking herself. She believes in healthy home food, family time around the dinner table, and enjoys great tasting meals, and yet she relaxes as she delegates the cooking to her friend.
So how does she get the food done? Simple. She makes the man cook, though she is kind enough to direct him along the way. And he loves it because Wonderchef appliances make it so easy. The technically advanced cookware, prep tools, and appliances make cooking a breeze. Many appliances can cook an awesome dish just at the touch of a button! And once the man loses his fear, he actually enjoys it immensely. Not only this, he even gets an appreciative pat from Kriti Sanon, the brand ambassador and the new face of Wonderchef. “Tu Wonderchef bangaya”, is what she says to him, and her friend exults with joy.
Founder and Managing Director of the company, Ravi Saxena says “Partnering with Kriti was a natural choice for us. She stands for the core values of Wonderchef – quality, fitness, and panache. She has challenged the old order in all her films, be it Bareilly Ki Barfi, Luka Chuppi, or Mimi. She has a natural spark about her, which complements Wonderchef so well”.
Challenging established paradigms to take courage. There must be some reason why all old brands still stick to the same old formula of a woman in the kitchen. So how did Wonderchef have the confidence of doing that? “Wonderchef has always changed the rules of the game in this old, traditional industry. The brand turned the black and boring pans market on its head by introducing high-quality pans in a variety of exciting colors. Customers actually began matching their pans to their kitchen laminates. With our highly successful Nutri-blend, we challenged the established order of traditional mixer-grinders. We continue to evolve our range for the young at heart customers who want to cook healthy and tasty, but with convenience, and want the best appliances for the purpose,” adds Saxena.
The brand has always advocated gender equality and motivated men to participate in the kitchen. Last year, it made waves with its award-winning campaign ‘Dear Man, hold the pan’. This year, Wonderchef again promises to create fireworks in the market with its amazing products and exciting positioning. A series of advertisements will be launched in this festive season that is sure to turn heads, just like the designer products of the brand. A 360-degree campaign involving digital, TV, print, and BTL is going to take the brand places. The brand hopes that its ethos will resonate with not only the women but also the men of this new, progressive, more confident India.