Ad Campaigns
Philips Airfryer gets a #Perfect360Review from chef Ranveer Brar
Mumbai: In the last few years, consumers have turned to healthy choices. While there’s a shift towards the adoption of healthier eating habits, the taste still remains integral to their palate. Keeping this in mind, consumer products and domestic appliances manufacturer Philips has launched a consumer-focused campaign #Perfect360Review for its range of airfryers featuring chef Ranveer Brar.
The TV commercial shows the celebrity chef visiting a young couple, who try to impress him by cooking perfect samosas for him, but without deep frying in oil in the traditional way. The narrative tension is built to a point where viewers wonder whether the airfryer will be able to save the day or not.
The campaign thought is built on delivering tasty fried food with lesser oil and getting a perfect review, where the term 360 also refers to the ability of the airfryer to give an all-around, even frying. The ad aims to show how the Philips Airfryer gives delicious, crispy airfryed food, using negligible quantities of oil.
“It’s always a joy to create work for a product that has something unique about it. This brief was so much fun yet challenging. The task was simple: that we need to showcase how Philips Airfryer is different and better than the competition,” said Ogilvy India (North) CCO Ritu Sharda. “This gave us the idea of basing the campaign on the product’s USP of 360-degree even frying, something which is unique only to Philips Airfryers. We took this product-centric brief and gave it a relatable human story. Something that anyone who loves cooking or simply cooks for their loved ones will identify with.”
The campaign breaks with a long-format digital film and extends to TV, outdoor, print as well as social media engagement on YouTube, Facebook and Instagram.
“We were the first ones to introduce airfryers to the Indian market and have built the category from scratch. Being the category pioneers, it was not only important to drive category education, but imperative to help consumers in making an informed choice,” said Philips domestic appliances managing director Gulbahar Taurani. “While the consumers are increasingly becoming health conscious, properly cooked tasty food is non-negotiable. Through the #Perfect360Review campaign, we wanted to showcase how healthy and tasty food should be an easy choice along with highlighting the supremacy of Philips Airfryer range, equipped with cutting-edge technology.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
