India Gate Foods celebrates gender neutral homemakers during lockdown – ET BrandEquity

Ayush Gupta and Saket Sinha

m/SIX Content material+ has partnered with Blush to collaborate with India Gate Foods to rejoice and honour their partners for rising as much as the event and breaking the gender stereotypes throughout these onerous instances. The Males of our Properties.

The initiative attracts perception from the truth that the lockdown has seen fathers, husbands, brothers and sons actively collaborating within the home chores and serving to out within the dwelling. Whether or not it’s cleansing or cooking or taking good care of the youngsters, they’ve actually proven us these ‘jobs’ don’t have anything to do with the gender. And if their coronary heart is in place i.e. to deal with the house as their very own and assist their companions, they actually do contribute to a cheerful family and by extension as nicely balanced and glad society at giant.

Ayush Gupta, enterprise head, KRBL, mentioned, “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, head, m/SIX India, mentioned, “The initiative strongly ties back to the brand ethos and also seamlessly allows the product to be a part of the story”. m/SIX India handles the social and digital media mandate for India Gate Meals.”

Curated fully from dwelling movies, these touching visuals shall be mixed with an emotional audio narrative celebrating these great males in our lives making this content material an ode to all of the ‘homemakers’, whether or not male or feminine.

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