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Reading: Swiggy Instamart, Dentsu Webchutney Launch Cookbook Split Into Halves To Give Partners ‘Equal Responsibility’ When Cooking
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B&T > Marketing > Swiggy Instamart, Dentsu Webchutney Launch Cookbook Split Into Halves To Give Partners ‘Equal Responsibility’ When Cooking
Marketing

Swiggy Instamart, Dentsu Webchutney Launch Cookbook Split Into Halves To Give Partners ‘Equal Responsibility’ When Cooking

Staff Writers
Published on: 18th February 2021 at 10:59 AM
Edited by Staff Writers
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Foodtech company Swiggy Instamart has partnered with Dentsu Webchutney, the digital agency of Dentsu international (India) for the launch of The Better Half Cookbook, which splits the labour of cooking evenly between partners.

According to the press release,  for more than 1600 years, cookbooks ‘have been written assuming it’s only one person who does the cooking. In the Indian context, this person if more often than not, a woman.’ In contrast, this book is divided into two halves, one for each partner.

Each partner follows their side of the instructions, where every recipe is split exactly in half, including cooking time.

The campaign went live on Valentine’s Day, encouraging people to ‘celebrate love in an equal way.’

Recipes from around the world are featured in the book, which includes main course, dessert and vegan recipes. Ingredients for each book can be ordered directly using a QR code, with Swiggy Instamart delivering the supplies in 30-45 minutes.

To get a copy of the cookbook, Swiggy Instamart has asked users for a picture of themselves and their partner in the kitchen.

P.G Aditiya, NCD, Dentsu Webchutney said, “there is an evident gender chore gap that exists in Indian households. If we want to strike equality in the kitchen, we must rethink the way cooking as a chore has been looked at—a one-person job. A cookbook that highlights the requirement of two people from the get-go to cook a meal obliterates this bias, lending a fresh approach to an archaic system.”

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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