The Humorous Social Media Campaign from Bail Kohlu

Bail Kohlu, the flagship brand of BL Agro, has introduced a new video as part of their campaign "Rasoode Mein Mard Hai," which goes beyond awareness and discourse to bring about substantive change about men working in the kitchen. The concept of "ab kitchen mein badh rahi hai mardo ki bhaagedaari" has been illustrated through five digital films.

#RasodeMeinMardHai TVCs, featuring Pankaj Tripathi, Manoj Bajpayee, and Nawazuddin Siddiqui, were first released by Bail Kolhu in March 2022. With three spots, the campaign reframed the urgent problem that women are the only "cooks" in the home. TV commercials showing guys cooking while wearing aprons ignited a revolution. On social media, discussions regarding the necessity of men taking on kitchen duties erupted. 

With the launch of the "Rasode Mein Mard Hai" campaign, the way that kitchen roles and responsibilities are seen underwent a metamorphosis. We were aware that it had altered people of all ages and genders' subconscious paradigms. Men were beginning to enter the kitchen after recognizing the frequently disregarded normative issue. Women praised both the endeavor to change how most Indian households view cooking and the efforts made by the males to adapt, according to Ghanshyam Khandelwal, Chairman of BL Agro. But we had already won half the battle. More action was required.

Sanjay Srivastava, CEO of Leads Brand Connect, commented on the company's initial brief to the agency and the message they sought to deliver: "The brand has attained a cult status; people are highly loyal to the product." In a conversation we had with the company about a year ago, they stated that they preferred to be portrayed as a responsible brand rather than running a regular campaign. Therefore, this is how we came up with the idea for a social agenda where we may discuss the problem: "Why don't men help in the kitchen?"

The company opted to move forward and give #RasodeMeinMardHai a new avatar with the most recent campaign, which consists of five films, building on the legacy the TVCs had already established. Each portrays a regular day in a man's life, a day that includes casually discussing cooking. In between the typical work talks, they depict various scenarios where the male characters talk about what oil to use to prepare a particular food. The campaign offers a clever comedic twist and natural product integration. 

Richa Khandelwal, Managing Director of Leads Brand Connect, describes it as "Rasode Mein Mard Hai 2.0." The campaign's initial iteration helped us understand that guys' cooking is not a far-fetched idea, and it also helped us put our emotions in their proper place. And everyone accepted it with open arms. It became clear that we had to promote and strive for more change. Therefore, we started a campaign extension. This time, we're making it acceptable for males to have daily conversations about food, cooking, and kitchen duties in a similar manner to how women do.