Philips is turning up the heat in India’s growing airfryer market with its latest campaign, ‘Airfryer Matlab Philips’, featuring actor and entrepreneur Sushmita Sen as the brand ambassador.
The campaign builds on Philips’ long-standing presence in the category, aiming to strengthen its association with airfrying while encouraging more Indian households to embrace the appliance.
The campaign film taps into a familiar consumer dilemma – weighing different options before making a purchase. By placing an airfryer at the centre of this decision-making moment, Philips positions itself as the instinctive and trusted choice.
Conceptualised by WillBe Done, Philips’ creative and strategic partner for the initiative, the campaign will run across television, digital, social media and retail platforms. The brand is also planning additional activity ahead of the festive season.
Alongside Sen, chef Ranveer Brar continues his association with Philips Kitchen Appliances. Through the partnership, Brar will connect with consumers through recipes, cooking techniques and new ways to explore Philips airfryers.
Gulbahar Taurani, MD & CEO, Versuni India, said the campaign builds on more than a decade of Philips’ presence in the Indian airfryer category and the trust it has developed among consumers.
With ‘Airfryer Matlab Philips’, the brand is looking to move beyond category leadership and make airfrying a more integral part of everyday Indian cooking.
