Wonderchef’s new campaign addresses gender disparity by urging men to ‘hold a pan’

The ‘Dear man, hold the pan’ campaign developed by brand agency Social Beat got more than 2-million combined views on Facebook & Instagram

e4m by exchange4media Staff
Updated: Nov 20, 2019 5:11 PM
Wonderchef new ad campaign

Wonderchef,  one of the premium cookware and kitchen appliances brand launched a campaign “Dear Man Hold The Pan” to increase awareness and create conversations about gender disparity that still exists.

An interesting video was released to bring this cause to light. Based on a social experiment, the video comprises conversations with various men and women based on their real-life experiences regarding the roles they play in their kitchen. Wonderchef partnered with its agency Social Beat to create this extremely insightful and entertaining piece of work. 

The woman is still considered the ‘cook’ of the house and the responsibility of the kitchen falls in her lap. With more and more women working today, it’s hard for them to manage both work and kitchen without any support, but are men beginning to share this load?



Ravi Saxena, Managing Director of Wonderchef, said, “To truly achieve gender equality, all gender roles must be revisited and revised to benefit both genders. Cooking is a basic life skill and not a gender-centric responsibility. It’s high time that in the new social paradigm each one of us realizes this. This conversation is important, but often ignored.” The challenge was how to engage the men to begin conversing about this issue. The brand decided to take this cause up, to spread awareness and engage both genders in understanding the situation, in a light-hearted format.

Suneil Chawla, CEO of Social Beat said, “The idea was to see what men felt about the status of gender equality in India and their own endeavors in the kitchen.” A short, engaging quiz was created for the same. It was relayed to men of varied ages and backgrounds, to have a representative sample. The core message of the campaign was captured into the phrase: Dear Man Hold the Pan.

The video is currently being played on FaceBook and Instagram. It has already reached over 2-million combined views. The brand also ran an influencer marketing campaign in which over 75 celebrities and lifestyle influencers supported the cause with the hashtag #IHeldThePan. 

Some of the influencers that were a part of the campaign include Aly Goni, Swapnil Joshi, Harshavardhan Rane, Jay Bhanushali and Rohit Khandelwal. “Wonderchef has indeed been able to send out the message it desired about gender equality in the kitchen, to the universe,” said Saxena. “The social experiment continues unabated in our exclusive outlets across India. We will not let this flame die!” he added. 


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