AGENCY: Direxions
CLIENT NAME: Birla Corporation Ltd.
Campaign started: 04/07/2020
Campaign ended: 04/17/2020
Created at: August 27, 2021


A campaign to cheer up and energize the program members during the gloomy times of the first lockdown in the coronavirus pandemic.


– Rasoi Raj (The Kitchen King), was conceived as a campaign that sees the men of the family going into the kitchen and cook, giving a break to the women from cooking for the family. An innovative idea in an Indian program as Indian men rarely spend time in the kitchen.

This provided an opportunity to the members to showcase their culinary skills and be happy with their families during the gloom of business closure for lockdown.


20% of member base at the campaign time participated.


Final-RasoiRaj Winners AV.mp4