MOMENT MARKETING

India Gate - Men At Work

In this new normal of self-quarantine and physical distancing, staying home, without the luxury of domestic help to fulfill our needs, every member of the family, especially the men who may not have done a lot of the chores then, are actively participating in the domestic chores and helping out in the home. Whether it is cleaning or cooking or taking care of the kids, they have shown that these ‘jobs’ have nothing to do with the gender.
Picking this as a thought, India Gate created a campaign titled: “Men at Work” which is a slice of life from various homes. Simple production of home shots that celebrates and honors men who are supporting their partners in doing the household chores during the lockdown, this campaign is clearly a digital marketing effort.
Who says men can’t share the chores at home? This message isn’t new in advertising but is told rather refreshingly through this happy-at-home category film, which doesn’t otherwise have the glamorous fancy kitchen sets, but home shots that we can all relate to and most importantly this gender blender shows how the balance of housework during this lockdown has moved a few notches closer to equality in many homes.