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.

Mumbai, India – India’s cookware manufacturer Vinod Cookware has awarded its digital communications duties to Mumbai-based digital marketing agency Chimp&z Inc. The agency won the account following a multi-agency pitch that involved several other leading agencies.

Vinod Cookware is a trusted household brand in the country, with a commitment to design innovative products for contemporary kitchens and is devoted to enhancing the consumer experience, using state-of-art technology to create premium quality stainless steel products for intelligent cooking.

Through the new partnership, Chimp&z will be leading the social media strategy, creatives, and digital PR, as well as performance marketing for increasing the brand’s digital footprints. The agency will also be responsible for designing digital campaigns and content that will boost the brand’s recall value, while also emphasizing the ways it caters to the modern lifestyle of the target group.

Commenting on the win, Lavinn Rajpal, the managing director and co-founder of Chimp&z Inc, said that they are delighted that the agency’s integrated communication strategy for the brand was appreciated, saying that they look forward to actioning their plans for the brand.

“Vinod Cookware has successfully won the trust of its consumers over the last few decades. In the digital ecosystem too, we plan to take the loyalty the brand has gained and use it to create digital connections with the new-age consumers,” added Rajpal.

Meanwhile, Sunil Agarwal, the director of Vinod Cookware, said, “Vinod Cookware has established a good reputation offline and currently we’re on a pursuit to digitally engage with our consumers, who are in various stages of their purchase journey. Chimp&z Inc brings a fresh perspective to our vision for the way forward and we are excited to explore the many potential routes on digital platforms.”