MAM
Vinod Cookware’s new ad tackles kitchen challenges with humor
Mumbai: Vinod Cookware has launched a new television commercial showcasing the SAS (steel-aluminium-steel) metal technology in their premium range. The campaign will air on popular channels such as Star Plus, Colors, Zee TV, and Sony Max. Created by Network Advertising and produced by 10 Films, the TVC humorously portrays a robbery gone wrong while highlighting the features of the SAS metal range, including consistent heat distribution and reduced food burning. Running from 31 August to 17 September, the campaign aims to boost brand recall and strengthen its connection with consumers nationwide.
Set in a hill station, Vinod Cookware’s new ad film uses humor to portray a comical kitchen encounter where chefs outwit a thief, all while showcasing the brand’s SAS metal technology. The lighthearted narrative highlights the cookware’s even heat distribution in a playful yet engaging manner. The 45-second TVC is set to air on popular Indian TV channels and CTVs, amplifying the brand’s presence by targeting high-TRP programs along with repeat telecasts such as Anupamaa, Yeh Rishta Kya Kehlata Hai, Jhanak on Star Plus; Laughter Chef, Mishri, Mangal Lakshmi on Colors; Taarak Mehta Ka Ooltah Chashmah, Pushpa Impossible on Sony SAB; and Bhagya Lakshmi, Radha Mohan, Rab Se Hai Dua on Zee TV. The campaign also aims to connect with regional audiences by featuring a lineup of popular Marathi shows on Star Pravah and Zee Marathi, ensuring broad engagement across diverse viewer segments. Additionally, the TVC will be aired on Hindi and Marathi movie channels, including Star Gold, Sony MAX, Zee Cinema, and Pravah Pictures. To further strengthen brand sustenance, Vinod Cookware will leverage digital and OTT platforms like Zee5 and Disney+ Hotstar to showcase the ad film.
Network Advertising CCO Shayondeep Pal shared, “The idea was to move away from the typical ‘happy-family-mother-in-the-kitchen’ films and explore new ways to communicate the SAS metal technology. By showcasing the ‘Steel-Aluminium-Steel’ layering that evenly spreads heat, we aimed to demonstrate how this product reduces the risk of food burning. The unique narrative of a protagonist caught in a kitchen heist brings a humorous touch to the product demonstration. We were fortunate to have a talented cast that nailed the timing—crucial for humor to succeed.”
10 Films founder & executive producer Shouvik Basu added, “The concept of merging a robbery scene with cookware in a hill station setting was a fresh and exciting challenge. It required careful casting and seamless storytelling to shift the audience’s focus from the heist to the utility of Vinod Cookware. The shoot was a perfect balance of humor and product integration, and we are proud to have worked alongside Network Advertising in delivering this memorable film.”
Vinod Cookware director Sunil Agarwal said, “At Vinod Cookware, we have always upheld the highest standards of quality and functionality, and our SAS Metal range is a testament to that commitment. Through this new campaign, we aim to communicate the core values that define our brand—quality, reliability, safety, and sustainability. By integrating wholesome humor into our messaging, we’re reinforcing to consumers that Vinod Cookware remains a trusted partner in Indian kitchens, dedicated to enhancing their cooking experience with products they can rely on.”
Brands
Tata Communications named Gartner WAN Leader for 13th consecutive year
AI-driven network upgrades and global expansion keep telecom major ahead
MUMBAI: Tata Communications has once again secured its place among the top global network providers, earning a Leader position in the Gartner Magic Quadrant for Global WAN Services 2026 for the thirteenth year running.
The recognition from Gartner highlights the company’s consistent performance in both strategic vision and execution, a rare feat in a fast-evolving connectivity landscape.
Over the past year, Tata Communications has doubled down on building what it calls a more intelligent and flexible network fabric. In simpler terms, this means networks that can adapt on demand, powered by artificial intelligence and analytics, to support businesses operating across geographies and industries.
The company has expanded its network-on-demand offerings, allowing enterprises to scale connectivity more easily across data centres and multiple cloud environments. It has also invested in next-generation fibre infrastructure and high-capacity 800G wavelength services to keep pace with the growing demands of AI-led cloud ecosystems.
Global reach remains a key focus. Tata Communications has extended its footprint through partner points of presence, enabling quicker deployment in new markets while strengthening last-mile connectivity through local collaborations.
Security, too, is getting a significant upgrade. The company has enhanced its Secure Access Service Edge capabilities to tackle emerging AI-driven cyber risks, including unauthorised data transfers. Looking ahead, it is also preparing to roll out quantum-safe encryption services based on post-quantum cryptography standards, aiming to future-proof enterprise data against both classical and next-generation threats.
Speaking on the milestone, Tata Communications executive vice president, core and next-gen connectivity services and chief technology officer Genius Wong said, “We are honoured to be recognised for the 13th consecutive year and deeply appreciate the continued trust our customers place in us. At Tata Communications, we will continue to transform our solutions so enterprises can build resilient, high-performance and intelligent digital foundations. With our future-ready, resilient and intelligent network fabric, enterprises can scale with confidence and thrive in an AI-powered future world.”
While industry rankings often come and go, a 13-year streak suggests more than just consistency. For Tata Communications, it signals a steady grip on a rapidly shifting global connectivity market and a clear ambition to stay ahead of the curve.
