India – Breaking away from conventional portrayals of motherhood, Vinod Intelligent Cookware has unveiled a poignant Mother’s Day campaign that challenges the long-standing association between mothers and the kitchen.
The campaign, developed in partnership with Network Advertising and Ten Films, centres on a digital film that challenges familiar portrayals of motherhood—specifically the expectation that love is best expressed through home-cooked meals. Moving beyond the popular trope of ‘maa ke haath ka khana’, the film offers a more inclusive view by recognising mothers who may not enjoy cooking but show care in other meaningful ways.
Set in a real home rather than a studio, the film leans into authenticity, using lived-in spaces, everyday characters, and real food to evoke emotional resonance. The narrative unfolds through a quiet conversation between a daughter and her mother, reflecting on a bond built not around meals but around moments of emotional nourishment—encouragement, presence, and quiet acts of support.
Rather than romanticising the kitchen, the story portrays a mother who found her own ways to care for her child—sometimes by ordering food, relying on others, or simply serving meals with love. The daughter’s reflections gently challenge long-held assumptions, underscoring that a mother’s love isn’t confined to culinary effort.
Shayondeep Pal, chief creative officer at Network Advertising and co-director of the film, shared, “Often, we take things for granted—like the idea that all mothers are great cooks. We wanted to break that convention. Countless mothers and fathers don’t enjoy cooking, and that doesn’t diminish the love they give. No cookware brand has ever spoken to them—until now.”
The film is being shared across Vinod Cookware’s digital channels, including Instagram and YouTube, aiming to engage audiences with a message that resonates beyond traditional roles.
“As a cookware brand, we are often expected to reinforce the traditional association between mothers and the kitchen. But at Vinod, we believe love cannot—and should not—be measured by time spent cooking,” said Sunil Agarwal, managing director at Vinod Cookware India Private Limited.
“This Mother’s Day, we chose to honour the quiet, everyday acts of care that often go unnoticed—the emotional nourishment that transcends recipes and routines. Our film is a heartfelt tribute to every mother who questioned her role simply because she didn’t conform to convention. We see her, we value her, and we celebrate her,” Agarwal added.
