Beyond Appliances has launched a new advertising campaign titled ‘Engineered to Delight’ to spotlight its Plug ’N’ Play chimney, positioning it as a convenient and disruption-free upgrade for modern Indian kitchens. The campaign addresses a common consumer pain point-complex and invasive chimney installations that often deter homeowners from upgrading.

Conventional kitchen chimneys typically require ducting, core cutting and professional installation, leading to structural changes and extended setup time. Beyond Appliances challenges this norm by promoting its Plug ’N’ Play chimney as a ductless solution that eliminates the need for such modifications. Designed for urban homes, the product aims to make chimney installation simple, quick and stress-free.

The campaign film adopts a slice-of-life narrative set during a house party in an open kitchen. A curious guest, unable to spot a visible duct, searches for it-prompting the host to reveal that the chimney functions without ducting. Instead of technical explanations, the film uses everyday social interactions to naturally communicate the product’s core benefit, making the message relatable and easy to understand.

Speaking on the campaign, Eshwar K Vikas said the brand’s vision is to remove long-standing barriers associated with kitchen upgrades. He noted that Indian consumers have traditionally accepted inconvenience as part of owning functional kitchens, a mindset Beyond aims to change. According to him, the Plug ’N’ Play chimney reflects the brand’s belief that technology should adapt to people’s lives, not the other way around.

The campaign reinforces Beyond Appliances’ focus on combining convenience, design and performance, while setting a new benchmark for effortless kitchen solutions. ‘Engineered to Delight’ is being rolled out across digital platforms, including YouTube and Instagram, to reach urban, design-conscious consumers seeking practical home upgrades.