Kecap ABC - "Real Husbands Cook"

VMLY&R India

VMLY&R India Mumbai, India

2701

Title	Real Husbands Cook
Agency	VMLY&R India
Campaign	Real Husbands Cook
Advertiser	PT Heinz ABC
Brand	Kecap ABC
Date of First Broadcast/Publication	2018 / 10
Business Sector	Soups, Stuffing, Cooked Sauces
Story	While gender equality is a much discussed issue, it remains exactly that – “discussed”. A lot of propaganda; little action. In the world’s largest Muslim majority nation, Indonesia; with a fiercely patriarchal culture; changing behaviour around this subject is tough. This is the case of a brand; Kecap ABC actually driving gender equality through an integrated brand experience with its idea ‘Real Husbands Cook’. Using a combination of hard-hitting real stories and on-ground ACTS with real people, the campaign sparked a nationwide debate. It all culminated on Mother’s Day with 1000+ husbands cooking for their wives and setting a record.
Media Type	Social Media
Length	127 seconds
Market	Indonesia
Chief Creative Officer	Venkatgiri Rao
Creative Director	Kevin Lobo
Creative Director	Sourav Pattnaik
Art Director	Anupam Singh
Copywriter	Rajivi Rao
Copywriter	Sukanya Seshadri
Copywriter	Ayu Azevy
Account Executive	Poppy Dihardjo
Account Executive	Abhinav Galate
Account Executive	Bilal Syahrir
Account Executive	Arastri Putri
Account Executive	Andra Agustia
Account Manager	Preethi Sanjeevi
Account Manager	Mudit Trivedi
Production Company	Pesona Pictures
Production	Tastemade
Agency	Ogilvy & Mather Advertising