MUMBAI: The theme for Women's Day 2019, as decided by the UN, is #BalanceForBetter. Taking this pledge ahead, Langoor recently launched a campaign for iD Fresh Foods – #EqualsWithiD. The focus of this campaign is to promote balance and equality among men and women.

As part of the #EqualsWithiD campaign, men are encouraged to take a 'Cook For Her' pledge and take over in the kitchen for 3 days in a week. #EqualsWithiD is targeted not only at working professionals and married couples, but also brothers and sisters, sons who live with single mothers as well as boyfriends who live in with their girlfriends.

Talking about the campaign, Langoor creative director Swati Naik says, “As a brand, iD Fresh Foods has been all about products that make it easy for everyone to cook, so this was a perfect fit. The team felt that instead of just talking about equality between men and women, the campaign would have more direction if we actually showed people that there were definitive steps, they could take to empower the women in their lives.”

The campaign aims to bring the balance back into the kitchen space, often stereotypically viewed as the sole domain of women. The idea behind the effort is to ensure that the women in our lives get the time and energy to do what they love, and pursue their dreams, instead of being bound by societal constraints. A small step in this direction would be the sharing of household responsibilities by the men, starting from the kitchen.