Post Thumb

Vinod Cookware’s launch campaign for its Vinod Hanos range showcased the products as the new superheroes of the kitchen. To amplify this on social media, the brand set in motion the #HanosMomsCan campaign, which draws a parallel between the Vinod Hanos range and mothers by acknowledging them as superheroes. It consists of a series of four Instagram Reels that focus on the bond and stories shared between a mother and her children in their kitchens.

The Instagram Reels, made by influencers such as Karan Sons, Neel, Vivek Menon, and Supriya, uses humour to emphasise the daily interactions with mothers in the kitchen while cooking. The campaign garnered a total view of 1.6 million.

Influencer’s Reel links:

Focused Indian | Karan Sons:

View this post on Instagram

A post shared by Karan Sons (@focusedindian)

Just Neel Things | Neel:

View this post on Instagram

A post shared by Neel (@just_neel_things)

I Am A Watermenon | Vivek Menon:

View this post on Instagram

A post shared by V I V E K M E N O N (@i_am_watermenon)

Supaar Woman | Supriya:

View this post on Instagram

A post shared by Supriya (@supaarwoman)

Conceptualised by Chimp&z Inc, the influencer campaign conveyed that mothers hold a special place when it comes to cooking and the Vinod Hanos range can help them achieve a superhero-like status in the kitchen.

Sunil Agarwal

Sunil Agarwal, Director, Vinod Cookware, said, “We were on the lookout for an engaging, relatable route to promote our latest launch, Vinod Hanos, on social media. With #HanosMomsCan, we wanted to amplify the launch creatively. The campaign aimed to bring out similarities between mothers and the Vinod Hanos range by the effective use of Instagram Reels.”

Angad Singh Manchanda

“Instagram Reels are the new TikTok and have been well established as the go-to place for the internet-friendly audience for entertainment and knowledge. Coming from the insight that more and more moms are watching IG Reels, we decided to make our social media mothers a part of our campaign for Vinod Cookware. The #HanosMomsCan Instagram Reels campaign is our attempt to strike a conversation with digital consumers and their mothers by establishing the concept of mothers being the real heroes in the kitchen. The influencers were given the creative freedom to come up with their witty concept, which helped us to attain an original and relatable output,” said Angad Singh Manchanda, Co-founder and CEO, Chimp&z Inc.