Ad Campaigns
Philips Kitchen Appliances’ launches ‘Chatkare’ campaign
Mumbai: Philips, the leading brand in kitchen appliances, has announced its latest campaign, “Chatkare”, which encourages viewers to embrace cooking on every occasion and to celebrate life’s moments with sumptuous home cooked food. The new commercial brings to life instances of joy, love and friendship highlighting the role of Philips’ innovative range of kitchen appliances in day-to-day life.
Empowering consumers to turn around the ordinary days by creating memorable experiences, one of the key highlights of the film is the music and the theme ‘chatkare’. The film captures cultural and social nuances from different zones, showcasing a young expecting couple enjoying home-cooked golgappe during a rainy day, while another couple secretly relishing the crisp, golden brown vada in their kitchen, freshly prepared in the Philips Airfryer. Followed by a Parsi uncle becoming the hero of the neighbourhood, treating kids to ice gola made using the Phillips Mixer Grinder. These scenes culminate in a montage of blissful moments where everyone savours the delicious food prepared with various Philips appliances, showcasing the brand’s commitment to enhancing everyday cooking experiences.
Commenting on the new campaign, Philips Domestic Appliances India Ltd. marketing head Pooja Baid said, “Serving as a reminder that lip smacking home cooked food need not be savoured only on special occasions, rather it can be savoured every single day; the Chatkare campaign aims to celebrate cooking as a joyful everyday experience and food as a medium to bond with your loved ones. It also celebrates the “Me” time that the consumers get by cooking different culinary delights with Philips Kitchen appliances.
Building on the ‘chatkare’ moments, we also aspire to evoke cherished memories associated with our brand and appliances, and reinforce its enduring legacy of unparalleled quality, trust and innovation.”
Ogilvy India (North) CCO Ritu Sharda added, “When conceptualizing this campaign for today’s generation, we wanted to demonstrate the joy of cooking that Philips brings to every Indian household. The jingle beautifully captures how we are always looking for a moment of chatkare and Swanand’s voice just adds magic to those moments. Each instance has been chosen to perfectly convey the message of “jab chahein khushiyan pakayein.”
The campaign breaks with a long-format digital film and extends to TV, cinema as well as social media platforms.
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.
