Brands
Godrej Yummiez, Pigeon air fryers take on India’s kitchen myths
MUMBAI: Godrej Yummiez has teamed up with Stovekraft’s Pigeon air fryers to challenge long-held kitchen myths around frozen foods and air frying, launching a nationwide digital awareness campaign aimed at modern Indian households. The campaign takes on familiar refrains: that frozen food is the opposite of fresh and air fryers are fit only for snacks, arguing that both claims are out of step with how people cook today.
The brands point to advances such as individual quick freezing technology, which helps preserve nutrients, flavour and texture while reducing food waste. With longer workdays and late meals becoming routine, frozen foods are being positioned as practical, time-saving options rather than last-resort fixes. Citing industry data, the campaign notes rising trust in frozen snacks and growing interest in convenience-led cooking, while air fryers are framed as tools that cut oil use, retain nutrients and simplify everyday meals.
As part of the activation, mothers across cities were sent curated kits featuring a Pigeon air fryer and a selection of Godrej Yummiez frozen snacks, which they integrated into daily routines ranging from children’s lunchboxes to late-night bites. The campaign leans heavily on digital storytelling to show how frozen foods and air fryers can work together to deliver quick, familiar meals without excess effort or guilt.
Godrej Foods head of marketing and innovation Anushree Dewen, said the collaboration reflected a push to make everyday cooking simpler without trading off taste or nutrition. Stovekraft head of marketing Amitabh Bhatia, said air fryers were evolving from novelty gadgets into everyday appliances, helping Indian households adopt healthier, more balanced cooking habits.
