Milton Crisp Casserole Roti TVC

The husband reaches home at 1 30 am. Heats his sabzi and takes hot chappaties out of the Milton Crisp Casserole – without disturbing the wife. Do watch.

Milton Crisp Casserole Roti TVC

Compare it to this ad,

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“If a girl has done MBBS or IAS, I can understand that she did not get time to learn cooking. But it’s strange how you, a mere journalism post graduate, failed to do so.”

‘Your future is standing next to you. One of these girls will be cooking for you in the future.’

How many women would dare to say this?


51 thoughts on “Milton Crisp Casserole Roti TVC

  1. A step forward from that split personality evil boss lady ad for sure. Have you watched the even worse ad about keeping “papa khush” because dad is the one who controls the family plan? That one surpasses even my husband’s very high stupidity tolerance threshold…


    • I’m surprised that more MEN, especially fathers are not insulted by the that new airtel ad. It’s kinda mean … being nice to your dad just because you want something from him.


  2. There was one ad I do not rememberif it was aired on national television which shows a MIL(sitting on sofa watching TV) asking the DIL(shown sweating in kitchen) to call the cable operator since cable TV was not working and ends up blaming the DIL for not filling the subscriber application form. Eventually the DIL does the needful and both are shown enjoying the TV show merrily. DUH!!!


  3. If this ad needs to be celebrated then I would say that we have made very low progress. There is nothing saintly in husband’s behaviour. Actually, I guess any husband in real life would be dead scared, and rightly so, of entering the home at 1:30 am. Also, why the hell it is wife’s responsibility to make rotis, even if she made them hours ago?

    Liked by 1 person

    • Why would any husband have to be scared of entering his own home at that time? What if he’s getting back from a business trip or just from office? The guy in the ad is just trying to be considerate about not waking his wife!


    • Very True. I work in an MNC in one of the metros and there are a couple of us women who have got married in the recent past (2-5 years back). Some of the spouses have their own business, some work from home and my husband is a doctor. So during lunch one day, there was this girl in my team who was down with viral fever and had come back to office after leave, I was shocked when she proudly told us that inspite of having fever she cooked all 3 meals as her husband likes her “haath ka khana”. And in another case, “the work from home husband” does not even know that “the curd will be in the fridge” unless this lady who happens to be my colleague calls and tells him, everyday she calls him in the afternoon to tell him what she has made and what items are in the fridge and when I almost rolled my eyes, she proudly told me that her husband cannot do anything on his own and is “dependent on me for everything”. Apparently he was always served by his mother on the sofa and the plate was also taken away from there after he was done eating. No matter what time all these women colleagues of mine reach home, they have to heat the food, serve food and then clean the table. If it’s midnight like this add, then the husband will eat on his own but again he has to be given clear instructions on what is there and what is not there like some baby.
      I just don’t understand this logic because at my place both of us cook depending on our mood and energy levels. This is irrespective of whether my husband is on call or not. So obviously women in my office look at me like some alien.

      Liked by 1 person

    • It’s not about the wife cooking. It’s about the husband having enough presence of mind that it is late and his wife needs her rest. I also like that it’s not implied that the wife works, and that’s why the husband wouldn’t wake her. It’s about decency to know that everyone needs their sleep. I think it’s a huge step forward from the Bollywood ideal wife who falls asleep hungry at the table waiting for her husband. Just my two cents.

      Liked by 1 person

      • While I do agree with you and that its definitely a step in the right direction, I guess what is truly bugging most people here that common courtesy (letting the sleeping person sleep) seems glorified here and we are all a bit irritable about ‘respect for women’ and others such. Your comment also seems to point it the same direction, it IS about wife cooking, why did the husband not grab a bite at work? He left a mess of used plates and half eaten food, who is going to clean that? Did he clean up in the morning after? These are the questions that will strike most women. Especially working ones. They finished their work early and had to pull a second shift at home to cook. Would the husband have done the same if wife was coming late? It would have made the point more clear and less controversial if they had shown husband came home early, cooked for wife and left here food in hot case. It would have also reinforced the right sentiment, any one who comes home early can get the dinner, not that wife has to be home and cooking. That would have hit the ball out of the park, just my two cents

        Liked by 1 person

  4. The “aakhir Indira Gandhi bhi aurat hai” idea in action. Women can be bosses, and women can even be allowed to sleep if husband takes too long to get back from work…. but at the end of the day, cooking amazing food for him is her job.

    Liked by 1 person

  5. Came past midnight, sit an date and watched more TV, don’t these guys sleep. anyway if you coming home late you wont eat till 1.30, you’ll wait to come for garam garam ghar ka khana?? and what about the open dishes you left lying around, who is going to clean them. pack them??
    what a bunch of lazy ass men. is this to show how hard he works. any work that cant get done in 8hrs has no chance if you work 16 hrs …but thats my opinion only
    In my house kitchen closes at 8. dinner is between 6.30 and 7.30 we dont all sit and eat sadly but the kids sit together and eat and we hang around . but then whomeevr comes first gets to cook, to throw together or reheat or whatever. and if me or husband show up at 1.30am we better be quiet as a mouse and have eaten or else we’ll find the dishwasher running and everything ice cold in the fridge 🙂

    Liked by 1 person

    • any work that cant get done in 8hrs has no chance if you work 16 hrs …that’s my opinion too
      I have never understood the fascination of working long hours. “I am at senior position”, “I work long hours cause I am so important”, learn to say no will you! Working long hours to justify your position or importance just reeks of desperation! We work to live, not live to work, then that’s just me, may be.

      Liked by 1 person

      • Its the culture i think, go late around 9 and come back around 9 !!! i understand the cant wake up early deal 🙂 ok go at 9am but leave around 6pm atleast, dont they want a life. ? why should it be consigned only to weekends, dont they understand that weekdays too can be enjoyed and must be . make every day count not just the weekends.. I understand deadlines etc., and unfortunately most of them dont even work in a factory type 3 shift manufacturing, be there or production line will stop kind of scenario, it’s a Freaking IT shop, so where’s the program going to run away too. 8 hrs or 16 same bad code is being churned out 🙂 might as well enjoy life . oh well preaching to the choir i suppose.


      • Many men work late so that they can tiptoe back home and not be nagged by the wife and pestered by the kids.

        Many men who work late spend two hours on lunches and take hour-long coffee breaks. Then they drag themselves home and claim to be “working late”. Yeah right.

        Indian men have a deep sense of entitlement about what they are due — hot, hot rotis and sex on demand from a wife is a part of the wife’s job description.


      • @MR: Someone is not liking us. Guess we put out finger on the sore spot aka got it right 🙂
        @Neha: 2hr lunch and 1 hr teas, do we work at the same place? Not going home to avoid wife and kids, has actually been admitted to my face! Btw, you forgot having and taking care of children as part of ‘wifely duties’ 😛


  6. I did NOT like this ad.
    When will they show a wife coming home late to find hot chapatis in a Milton made by hubby?
    What if the wife is unwell?
    I want to see ads that do not reinforce the idea that cooking is a woman’s job.

    Liked by 1 person

  7. Blech. He heated his food in the microwave. Give him a medal. Stupid guy didn’t even shut that Milton thing back properly. At least he kept the keys in their place. Okay, I’m OCD.


  8. Why is it non-kosher to do something nice for your husband/wife? If I am going to be late, my spouse asks me if I want food when I get home and plans accordingly. And vice versa. We both are low maintenance in the food department, so yeah, usually the answer is “I’ll drink milk or something, don’t bother” but we don’t mind having something ready if that is what the other person wants.

    Now, my husband is really not into cooking, so I am usually the cook – but he cleans up afterwards. This does not mean that “it is always the woman’s job to do the cooking” – just means that I prefer that chore over a different one.

    It is disheartening to read the comments where it seems that anything that a wife does (out of her own volition) for her husband and which falls into the “traditional wifely duty” description is immediately an example of how women are suppressed and stripped of their rights.


    • All that you say is perfectly correct. I actually love to cook, so I even identify with you. Except we NEVER get to see the roles reversed. If there were 50% of each, no one would even be commenting on this.

      What the advertising industry is collectively doing here is reinforcing gender stereotypes on television, and airing that shit into our homes packaged as love and care. This is a discussion about that, not about individual women who choose to cook.

      For example, why is it not shown that the man is the one sleeping and the woman is coming from work? Because women don’t work? Because men can’t cook? Women can’t heat up their food? Men don’t need sleep? This is not to say that this ad in itself is wrong in what it is showing. It is more about why every ad depicts a gender box into which men and women are thrown.

      Liked by 1 person

      • Both my husband and I enjoy cooking and we take turns. It would be nice to see ads with men cooking. It was nice for a change to see Hrithik Roshan cooking in Zindagi Na Milegi Do Bara. (He has a passion for some cuisine or something like that). There is this cooking blog called Veg Recipes of India, run by a husband and wife team (Amit and Dassana), both are passionate about cooking and photography.


    • Completely agree with you, I have a travelling job and come home only for weekends. in my house both my husband and i cook occasionally, as we have a cook. Still since the time i have taken this new role, everyone including my own friends have asked me….. how do you manage home, how will your husband manage food, poor guy!!!

      I didnt cook even if i was here is all i say. And my husband is a grown up man and should be able to fend for himself even if i am around. In the end it works for us. Like you said, we pick up things we do for each other and thats totally voluntary. But i agree with above mentioned comments that there is nothing to be happy about this advertisement, because it reaches out to millions and reinforces traditional roles in patriarch society.


    • I think you’re neatly glossing over the fact that several women DON”T WANT TO COOK! They’d prefer fixing the drain pipe, slaving away in a corporate hell hole or doing pretty much anything other than cooking.

      You say that YOU prefer cooking over other chores. What about others?
      Your choice is validated by society, while their’s is not.

      You have the choice of splitting chores with your husbands. You are the exception in India, not the rule. Please understand that for the vast majority of Indian women, they simply have to make all three meals a day whether they do other work or not.

      How many ads do you see showing men cooking? Next to none.
      Why? Because they are simply not the target consumer.

      The argument here is that for centuries cooking for the husband has always been represented as a wifely duty, a “labour of love”.If you’re comfortable with that definition , you are free to practise it. Don’t expect everyone else to do it though.

      Liked by 2 people

      • Could this ad have gone further? Absolutely! Does it deserve the condemnation heaped on it – I think not. Unfortunately, for several million women in India, even the concepts of not having to stand by the stove making fresh rotis whenever the husband comes home and the husband actually being considerate towards his wife are novel. Given that, this ad is a step forward. Taken at face value, without looking for subtexts, the ad shows a couple being considerate to each other. A lot more than what can be said for ads like the “tu hi tu” of Starplus fame.

        Also, just in case it was not obvious, writing a comment on a blog post is NOT equal to expecting everyone else to subscribe to and/or follow the views expressed in the comment.

        Liked by 1 person

        • 1. ” It is disheartening to read the comments where it seems that anything that a wife does (out of her own volition) for her husband and which falls into the “traditional wifely duty” description is immediately an example of how women are suppressed and stripped of their rights.”

          There isn’t a single a comment on this post which suggests that there’s something wrong with a woman wanting to cook.What people are objecting to is the one sided portrayal/reinforcement of the idea of cooking as being solely a woman’s job. Also to the idea that cooking/caretaking is the way women express love.

          2. “Unfortunately, for several million women in India, even the concepts of not having to stand by the stove making fresh rotis whenever the husband comes home and the husband actually being considerate towards his wife are novel. Given that, this ad is a step forward.”

          Not far enough. Your previous comment suggests that you have it better than most Indian women – an understanding partner. Cooking seems to be part of a shared responsibility. You agree that it is not the same for millions of women
          Yet, you want the other women, for whom it IS an issue, to accept the portrayal in this ad and be content with it.

          2. ” Taken at face value, without looking for subtexts, the ad shows a couple being considerate to each other. ”

          Advertising is all about subtexts and subliminal messaging to get people to buy the product. In this ad, the message is ” a wife(target consumer) shows her love and concern for her considerate spouse through cooking -(so go buy milton cookware). ”
          Even at face value, the ad is rotten. She made food for him and ensured that it was hot. He simply tried to be quiet while coming in (but failed). She says she doesn’t need a thank you. The whole focus is on what SHE is doing for the relationship(cooking).

          3. “Also, just in case it was not obvious, writing a comment on a blog post is NOT equal to expecting everyone else to subscribe to and/or follow the views expressed in the comment.”

          Just in case it was not obvious, nowhere have I said that you are enforcing your views on the general populace.I simply pointed out that you’re blatantly ignoring a far, far bigger problem that several women (all over the world )face, just because you don’t have to go through the same thing.


      • In this ad no one showed a) who actually cooked b) whether or not the guy cleaned up c) What happened the next morning etc. These are all gaps filled by our assumptions. Some of us assume the best and looks like most assume the worst.

        This is the point OP is trying to make, IMO. Maybe the wife cooked, maybe she didn’t. However, that doesn’t mean it’s not a sweet gesture to leave some nice food for someone coming home late – presumably from work. It’s not a sign of oppression. And the guy is considerate enough to finish his meal without waking his wife in any way whether it be with his keys or the microwave.

        As a South Indian, though, I still don’t get why you need rotis at that hour instead of settling for rice 😛

        Liked by 1 person

        • I don’t think that is what the OP implied.
          Also I’d like to point out that we’re not looking at this ad from a stand alone point – we’re comparing it to the airtel ad, and specifically addressing the portrayal of gender roles on tv (I think that’s what IHM’s post is about)

          But, I do agree with you, there is a lot left unsaid here – that’s a very good point.
          Setting a context is crucial to any ad.The problem is that unless explicitly stated, in the Indian context, we will all assume that she cooked.

          Viewing women will fall into two categories:

          1. Someone who has never faced the problem of having to cook all the time
          – will usually see it as a nice,happy portrayal of relationships and compromise.

          2.Someone who is the default cook simply because she is a woman
          a.will see it as a reinforcement of the traditional “woman is a drudge” idea, simply wrapped under a shallow veneer of love and compromise.
          b. will still see it as a nice, happy portrayal of relationships and compromise because atleast she’s being vaguely appreciated.

          Now which category do you think most Indian women fall into?
          And as a fellow southie, I wholeheartedly agree – rice any time, any day!


        • “As a South Indian, though, I still don’t get why you need rotis at that hour instead of settling for rice.” THIS 😀

          I think the narrative clearly showed that the wife has cooked, though it wasn’t explicitly stated.


        • Thank you, Simbly Bored. That interpretation is quite close to what I meant.

          @Anita – looks like we will continue to harp upon our respective view points 🙂 – so let us agree to disagree.


        • Hahaha I also wondered why he had to eat rotis instead of rice. Clearly the ad is not directed at South Indians.

          And about filling gaps you are right, one could even imagine the guy cooked his rotis in the morning before leaving for work and he was relieved to see his wife left some for dinner… Though he did seem pleasantly surprised to find some gravy in the fridge 😉


    • No. I have female colleagues who are the primary breadwinners — their husbands work for start ups or run NGOs. The women’s jobs are the family’s main source of income.

      You’d think these women would have husbands who share household chores? No sireebob.

      All the women are singly responsible for not only cooking and housework, but also childcare. As one of my female colleagues put it, “My husband does not even pick up a pin that is lying on the floor”.

      Despite the woman working full-time, putting bread on the table, housework and childcare are still on her plate.

      At least two have tried to get their husbands to share their burden, but have met with so much passive resistance that they have stopped asking for “help with the housework”.

      That’s where the problem lies. Even if Indian women are “liberated” enough to ask for help, most men will avoid domestic duties like they were the bearers of plague.

      This again, ties back into how Indian men are babied by their mothers and who expect a similar level of “love” from their wives.

      What is so emasculating about serving yourself food? Or washing your plate?

      Liked by 1 person

  9. There are 2 points of view in the comments –
    1. An improvement from the second ad
    2. The wife still has to do the cooking.

    My view

    First thing is if it is 1:30, why is he even eating that late in the night? So unhealthy. Even if you were working late, why not take a break and buy yourself dinner at 6-7 pm instead of waiting for 1:30?

    Yes maybe in our society, the ad can be seen as reinforcing that women have to do all the cooking, no matter what.

    The other way of looking at it is that maybe, the wife did not work or came home way earlier to cook. We don’t know. Usually, one spouse prefers the cooking and the other spouse does the cleaning but unfortunately in many societies, kitchen comes under the woman no matter what.

    At least the guy is considerate rather than the second ad where the wife has to be the boss and cook multiple dishes at home. Really who cooks so many things after coming form office?

    Liked by 1 person

  10. Pluses:
    1. Wife does not seem to be working, so step ahead from airtel ad.
    2. Husband *atleast* serves himself and wife isn’t staying up to feed him.

    1. The “no need to say thank you” part:
    Whenever someone does something for you, it is always healthy to express appreciation in some way – irrespective of whether that person is your spouse/parent/sibling/siamese twin.
    While I understand that give and take is so regular in some relationships that it becomes a non issue , the ad could have atleast shown WHY there is no need for thank you – because he does other stuff for her ,etc.

    2.Wife cooking, man eating –
    When o when are we EVER going to see a man cooking for himself on TV?let alone cooking for his wife…

    My idea for a non-sexist ad:
    Man/woman has a busy day ahead at work. Gulps down sum cereal, hastily makes some rotis and packs for lunch. Leaves the rest in casserole. Comes back home several hours later,tired and hungry. Voila! The milton casserole has kept the rotis warm enough for him/her to eat a comforting meal !

    Random question:
    When you have a microwave to reheat sabzi, why not stick the rotis also in there? No need for casserole no? That’s what I do anyways.


    • How do you manage to heat rotis in the microwave without drying them out or turning them into cardboard? Can I ask this question here or will I be lynched for being interested in matters of domestic origin? 😛

      (Big fat disclaimer: We do need to laugh at ourselves sometimes!)

      Liked by 2 people

  11. The first ad- there is nothing to blame with the given set of events assuming the wife does not have a job and he works on night shift. Well, hoping that he washes his plates and cleans up after he finishes, it seems to be a decent sharing of workload and does not look bad to me (I hate to see dirty plates across the hall first thing in the morning).
    But in the second ad, it is clear that the wife is working. She also probably has a lot of work to do – which is not focused at all. But she comes home, cooks tasty dinner and waits for her husband to come- you know, that’s her duty as a wife. And the husband, knew that his wife left home and was probably waiting for her to call- to know if she cared enough of him to cook dinner and also wait for him to eat! Very typical.
    On a marketing side of note, the second ad would have been sold off better if the man was the boss and he comes home to cook for his wife breaking stereotypes. 🙂


    • in second ad they were trying to break one stereotype that a women can be boss as well in office and men can be cool with it ..only to reinforce Only and only if she wears sarees at office and cooks delicious meal for him and ofcourse wait for him 🙂 🙂

      Liked by 1 person

  12. I don’t find this ad offensive. I find it cute. Not just because of the boy. 🙂
    We don’t know who cooked the food. Could be a cook who comes in at 7ish. People who are wondering why wouldn’t this moron eat out, he could be coming from Mumbai to Pune in a hurry like my dad used to. Only dad would eat bread and curry.
    It’s an ad that is a notch above than others in positivity, let’s not totally dissect it na.
    Also, if we stop complimenting men(or women) who are doing a good job in life, we may be losing our positivity.


  13. i don’t seem to have the problem with the ad somehow, my rotis come out perfectly round so the husband insists on me making the rotis, while the curries are either cooked by him or by me depending on who has the mood to cook. we ensure 75% of the cooking is done in the morning and so that’s it’s mostly re-heating for dinner. And weekends are strictly days when i rest and he cooks all 3 meals of the day. I usually sleep at 10 ish and the husband gets back by 10.30, so dinner is typically in front of tv for him with news / music and he hasn’t woken me up even one day.

    Technically, we don’t know who has made the curry.

    As for as the second ad is concerned, it’s nice that typical Indian society has taken a first step to change that wives can be the bosses at work and men don’t have the problem with it.

    My personal fav is tanishq ad ,

    all against taboo of divorce and “fairness”


  14. Oh god…did you manage to find something objectionable in the Milton ad also? Maybe the ad should also have shown the husband stay up all night cooking breakfast for the wife after coming back at 1:30 AM from work? It is so hard not to offend feminists these days….


    • I think the ad makes an effort to persuade Indian husbands to be decent to their wives … tactfully, without being making it seem like there is anything that needs to change; cautiously, without hurting any proverbial egos. It’s good that we want husbands to treat their wives with consideration, but it’s sad that anybody should have the option of not being decent. Specially to someone who dare not express dissatisfaction without being viewed as radical.

      And I would have thought it is hard not to offend patriarchy nowadays. All anybody (woman or man) has to do is express an opinion that was not the norm around a few centuries ago.


      • “I think the ad makes an effort to persuade Indian husbands to be decent to their wives”

        Actually, I was thinking the ad is making an effort to get people to buy Milton casseroles.


        • Really? Are you actually naive enough to think that people don’t use stereotypes and positive imagery to sell their products?

          The advertising industry THRIVES on exploiting human emotions in order to make people buy stuff. Showing an everyday situation to create a feel good picture and inserting the product into the equation- advertising 101. Something that even the layman understands

          Looks like anti-feminists will deny and downplay anything and everything in order to avoid criticism.


    • “Maybe the ad should also have shown the husband stay up all night cooking breakfast for the wife after coming back at 1:30 AM from work?”

      That would have been excessive. How about simply reverse the genders in the ad?
      But then anti-feminists would have been offended no? How CAN a man cook?Isn’t it degrading?


  15. Pingback: Fortune Mother Exchange : Mother’s cooking for Indian male children. | The Life and Times of an Indian Homemaker

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