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If one tries to find a positive side to the global pandemic, it in a way can be seen as nature’s way of rebooting the world— allowing us to start from scratch. It has been a great leveller and sent us all back to basics—where the world exists without the boundaries of class, religion or gender. Everyone now has a common goal — to protect themselves and their loved ones and are doing everything they can to ensure that.

In this new normal of self-isolation and social distancing, staying at home, without the presence and assistance of domestic helps to fulfil our needs, every member of the family is rising to the occasion to do their bit. Whether it is the woman or man, boy or girl, brother or sister, there has been a very positive change inside many homes. In that sense, every member of the house is now a ‘homemaker’.

WPP agency m/Six Content+ in partnership with Culture Machine’s Blush decided to collaborate with India Gate Foods to celebrate and honour their partners for rising up to the occasion and breaking the gender stereotypes during these hard times: ‘The Men of our Homes’.

The lockdown has seen fathers, husbands, brothers and sons actively participating in the domestic chores and helping out in the home. Whether it is cleaning or cooking or taking care of the kids, they have really shown these ‘jobs’ have nothing to do with the gender. And if their heart is in a good place, i.e. to treat the home as their own and help their partners, they really do contribute to a happy household and by extension as well balanced and happy society at large. They have also become appreciative of those who do this day in and day out, whether it is a ‘homemaker’, stay-at-home mom or husband, it is a full-time job to take care of the house and the family and there has never been a better moment to appreciate this valuable job.

The video:

Ayush Gupta

Ayush Gupta, Business Head, KRBL, said, “Caring for each other, family bonding and rising up to the situation are some of the core brand values of India Gate Foods, which made this association a seamless brand fit to showcase the positive shift of traditional gender roles with everyone in the household a homemaker in the current scenario.”

Saket Sinha

Saket Sinha, Head, m/Six India, said, “The initiative strongly ties back to the brand ethos and seamlessly allows the product to be a part of the story.”

m/Six India handles the social and digital media mandate for India Gate Foods. 

Curated entirely from home videos, the touching visuals combined with an emotional audio narrative celebrate these wonderful men in our lives, making this content an ode to all the ‘homemakers’, whether male or female.