Mother’s Recipe #PerceptionBadlo campaign highlights the stereotypical comments against women
- Mother’s Recipe being true to its ideology, staunchly believes in supporting and treating women equally.
16th March
2020: Mother’s Recipe, one of India’s leading FMCG
brands has created a powerful vox-pop in collaboration with Social Panga, that
questioned the stereotypical comments targeted towards women on International
Women’s Day. To
commemorate women’s day the company came up with a unique campaign
‘#PerceptionBadlo’ to address the stereotypical prejudices associated with
women.
Speaking
about the campaign Ms. Sanjana Desai,
Executive Director, Mother’s Recipe - Desai Foods Pvt Ltd said “Mothers
Recipe as a brand has always encouraged women empowerment and with this
campaign, we aim to bring a change in the mindset of the people who create
stereotypical biases against women. We have observed that certain comments and
remarks are rooted in centuries-long differences in class, sexism, and
stereotyped gender roles at work, in society, and in private life. Hence, we
created a campaign #PerceptionBadlo to spread awareness
against the biases related to a specific gender”.
The campaign was a shout-out
to challenging gender stereotypes, where different people gave
their opinion on the change they want to see. Instead of the sexist remarks,
the type of comments that they would really like to make. This campaign
encouraged common people from different walks of life to share their views and
opinions.
She
further added, “The campaign effectively received
1.4 million impressions and a total of 1.2 million across all platforms thus
significantly affecting the stereotypical behaviour. We took the stand as a
brand and asked the public to change their perception” Adding to the success
of the campaign, Himanshu Arora, founder of Social Panga, added, ‘’The
campaign was the result of the analysis we did regarding the current trends
around women. We noticed a lot of chatter around stereotypical discrimination
against women like only girls can wear pink, a woman should have a child by the
age of 30, women belong in the kitchen, etc. It was a conscious decision
to associate with Mother’s Recipe for this campaign for driving a change. Through
this campaign we aim to bring a momentum of changing the stereotypical thoughts
that are associated with women”.
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