Ad Campaigns
Find out ‘What’s new on the menu’ with the Philips Airfryer’s latest campaign
Mumbai: Airfryer brand- Philips Airfryer has launched its new campaign ‘What’s new on the menu’ challenging the common misconception about the limited usage of the gadget when it comes to creating Indian recipes. The campaign emphasises on the appliance’s versatility in the Indian setting, showcasing a variety of traditional, everyday dishes that can be expertly and easily prepared using the Philips Airfryer.
The campaign comprises three films which have been pivoted around some of the most basic ingredients like ‘besan’ (chickpea flour), chicken and readily available vegetables such as ‘gobi’ (cauliflower) that can be found in today’s kitchen and Philips Airfryer’s ability to turn them into appetising recipes. While the first film depicts two girls at the supermarket being amazed at the amount of recipes that can be churned out using ‘Gobi’ (cauliflower), the second commercial captures flatmates discussing the variety of dishes that can be made with leftover ‘besan’ (chickpea flour) and the last one showcasing a couple awakened by a hen’s clucking sound when the half-asleep husband begins with a monologue on chicken based munchies. All the flavours culminate into the Philips Airfryer, transforming everyday cooking into a wholesome experience.
The films conceptualised by Lowe Lintas, also captures the Philips Airfryer’s unique rapid air technology which provides 360-degree cooking results, allowing users to explore a variety of dishes while cooking with up to 90 per cent less fat.
Commenting on the new campaign, Versuni India Home Solutions Ltd (formerly known as Philips Domestic Appliances) chief marketing officer Pooja Baid said, “The essence of our campaign lies in inspiring more and more Indian households to use the Philips Airfryer in everyday cooking. The idea was to showcase its versatility even with the most ordinary ingredients that can be found in our kitchen’s today along with encouraging our consumers to explore a wide array of homegrown delicacies from crispy snacks to hearty meals, prepared in a healthier and a more convenient way. Our endeavour continues to be to establish Philips Airfryer as the new way of cooking for Indians.”
Lowe Lintas regional creative officer Vasudha Misra added, “These commercials could have easily been for a food delivery service, or for a flavour-enhancing masala. Which is actually the point! An Aifryer commercial that breaks the codes of a typical Airfryer commercial. Whether it be showing college-going girls, or mouth-watering non-vegetarian dishes being prepared. Which we hope will help Philips Airfryer reach out to new and old audiences by making them look at the product in a new light. Of course, that the commercials also make you giggle, or chuckle, or (dare we hope) laugh, doesn’t hurt either.”
The campaign will go live across digital, TV, and OTT platforms.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
