Kitchen appliance brand Prestige has released a timely print advertisement promoting its Electro Duo cooktop, turning the ongoing conversations around LPG shortages into a marketing opportunity. The ad, published in The Hindu, uses the headline: “Some cylindrical problems need a rectangular solution.” The line cleverly contrasts the cylindrical shape of LPG cylinders with the flat, rectangular design of induction cooktops.

The campaign positions the Prestige Electro Duo as a practical alternative cooking solution at a time when concerns around LPG availability and rising prices are gaining attention. The product combines induction and infrared heating technologies and is designed to work with a wide variety of cookware, offering flexibility for households looking for additional cooking options.

The timing of the advertisement is particularly significant. In recent weeks, commercial LPG shortages have been reported in cities such as Mumbai, Bengaluru and Chennai. Restaurants and food businesses have been among the most affected, with industry bodies highlighting supply disruptions linked to geopolitical tensions in the Middle East.

As discussions around LPG supply intensify, electric kitchen appliances are gaining renewed attention. Products such as induction cooktops, electric pressure cookers and rice cookers are increasingly being viewed as supplementary solutions in Indian kitchens.

Quick commerce platforms are also capitalising on this shift. Several apps have started aggressively promoting plug-in kitchen appliances through app notifications and homepage banners. In some instances, entry-level induction cooktops have even gone out of stock following a sudden spike in demand.

While gas stoves continue to remain the primary cooking method in most Indian households, Prestige’s campaign demonstrates how brands can tap into real-time consumer concerns and reposition their products as practical alternatives during uncertain times.