New Delhi, May 9 -- This Mother's Day, ZOFF Foods is launching #RoleReversal, a digital-first campaign built around a simple idea: mothers spend a lifetime cooking for their families, often without recognition, so this time, children should cook for them instead. The campaign encourages people across India to step into the kitchen and prepare a meal for their mothers, regardless of their cooking experience. Whether imperfect, experimental, or completely first-time, the effort itself becomes the emotion behind the campaign.

At the centre of #RoleReversal is a behavioural shift rather than a greeting-led celebration. Instead of asking consumers to post wishes online, ZOFF is encouraging them to participate through action. The campaign feat...