Home appliance brand Nuuk has teamed up with filmmaker Karan Johar for its latest campaign, Design-First Living, a multi-film series that celebrates the brand’s philosophy – “design-first, function-always.” The campaign showcases how thoughtful, design-led innovation can enhance everyday living and redefine modern Indian homes.
Link: https://www.youtube.com/watch?v=TCp5vLtT_HU
The collaboration marks a creative intersection of Johar’s cinematic flair and Nuuk’s design-driven product ethos. Known for his distinct aesthetic and storytelling finesse, Johar embodies Nuuk’s vision of combining creativity with functionality.
The first film in the series spotlights Nuuk BRĪSK, India’s first Food-Safe ILAG® CeramicTech™ Air Fryer, designed with a 360° Rapid Air Circulation system and ILAG-certified ceramic coating. The appliance also features eight preset modes tailored to Indian cooking styles such as Tandoor, Crispy Fry, Ferment, and Dehydrate — blending innovation with cultural relevance.
“I’ve always been drawn to collaborations that reflect creativity, innovation, and purpose,” said Karan Johar. “Nuuk’s design-first approach aligns with my own storytelling philosophy – it’s about intent and impact. Together, we’re showing how good design can elevate everyday living.”
Gazal Kalra and Shalabh Gupta, Co-Founders of Nuuk, added, “Partnering with Karan brings our brand’s story to life in a fresh, relatable way. It’s about showing that functionality and beauty can coexist seamlessly.”
Launched in 2024, Nuuk continues to champion design-centric innovation for modern Indian homes. The campaign will extend across multiple product categories – including HÖT BLOX, REN PRO, HĀLO, and BFF – reinforcing Nuuk’s position as a new-age, design-led lifestyle brand.
