Stovekraft has launched a new advertising campaign for its Pigeon Idiyappam Maker, introducing a distinctive brand character, Insta-Mami, to reflect evolving attitudes toward traditional cooking in modern Indian households. The campaign positions the electric idiyappam maker as a contemporary alternative to manual, effort-intensive tools that have long dominated the category.
At the center of the campaign is a television commercial that portrays Insta-Mami as a stylized, superhero-like figure. Using humor, exaggeration and visual flair, the film moves away from conventional kitchen appliance demonstrations to deliver a more engaging and memorable narrative. The character represents speed, control and confidence, offering a fresh portrayal that avoids stereotypical depictions often associated with kitchen-centric advertising.
Idiyappam, a staple in many South Indian homes, is traditionally linked with time-consuming preparation. The campaign taps into a growing consumer insight-particularly among younger households and working women—who want to preserve traditional food habits while reducing the physical effort and time involved. The Pigeon Idiyappam Maker is showcased as a solution through its battery-operated, trigger-press mechanism, designed to simplify and speed up the process.
Rather than focusing purely on technical features, the campaign uses Insta-Mami as a storytelling device to embody convenience and empowerment, while remaining rooted in cultural familiarity. According to Amitabh Bhatia, head – Brand & Marketing at Stovekraft, the idea was to show that tradition does not have to be slow or outdated but can be efficient and relevant to today’s lifestyles.
The campaign has been rolled out primarily across Kerala and Tamil Nadu, regions where idiyappam holds strong cultural significance and where urban consumers increasingly balance tradition with modern living. Stovekraft has also indicated that Insta-Mami could evolve into a longer-term brand character, depending on audience response and relevance across categories, reinforcing the brand’s commitment to innovation that respects tradition while simplifying everyday cooking.
