Consumer Love Fuels Philips’ New ‘Airfryer Matlab Philips’ Campaign Featuring Sushmita Sen
New Delhi: For more than a decade, Philips has been at the forefront of building the airfryer category in India. As the inventor and category creator of the airfryer and the No. 1 airfryer brand in the country, the brand is now focused on taking airfrying to more Indian households, as part of Versuni’s larger ambition to transform Indian kitchens and bring an airfryer into every home. This ambition comes to life in Philips’ new campaign, ‘Airfryer Matlab Philips’, featuring celebrated actor and entrepreneur Sushmita Sen as its brand ambassador.
The campaign builds on the strong association Philips has created with consumers over the years. For most Indian households, Philips is the first name that comes to mind when they think about an airfryer, and that instinctive association is what makes ‘Airfryer Matlab Philips’ so natural.
Chef Ranveer Brar continues his association with Philips Kitchen Appliances as a brand ambassador, bringing his culinary expertise and understanding of Indian cooking to the category. Through his continued engagement with the brand, he helps consumers discover new recipes, techniques and possibilities with their airfryers, while spreading the love and smiles that come with good food and everyday cooking.
The campaign film plays on a familiar everyday truth: most decisions involve deliberation, second-guessing and a fair amount of back and forth. The creative brings this to life through a series of relatable situations where the choice at hand seems complicated. When the decision is about which airfryer to buy, however, there is no dilemma. The answer is instinctive and immediate, Philips.
The campaign has been conceptualised and brought to life by WillBe Done, Philips’ creative and strategic partner for the initiative.
Philips’ leadership in the category is backed by its heritage and continued innovation. The brand invented the airfryer and introduced the category to India, and remains the No. 1 airfryer brand in the country. It also remains the only brand with the patented starfish design that allows hot air to circulate evenly and cook food from all sides. Over the past decade, Philips has continued to invest in consumer education, product innovation and category development, helping make airfrying increasingly relevant to Indian cooking.
Speaking on the campaign and the brand’s larger vision, Gulbahar Taurani, MD & CEO, Versuni India, said, “We didn’t just create the airfryer category in India, we have spent more than a decade building it, shaping it and earning the trust of millions of Indian consumers. That trust is what has made Philips the No. 1 airfryer brand in the country, and ‘Airfryer Matlab Philips’ is a celebration of the love consumers have given us. When an entire category becomes synonymous with your brand, that is a powerful relationship, and this campaign puts that relationship front and centre. We are proud of the leadership we have built, but we are not stopping there. Our ambition is to take airfrying to every Indian home, transform the way India cooks and make Philips synonymous not just with the airfryer category, but with the future of everyday cooking.”
Speaking about her association with Philips as its brand ambassador, Sushmita Sen said, “I have always believed that the best choices are the ones that make life simpler, and that is what I loved about the thought behind ‘Airfryer Matlab Philips’. I have a Philips Airfryer at home and have been using it for some time, so the brand is already a part of my everyday life. That makes this association particularly special for me. I’m excited to now take this personal connection forward through my association with Philips and be part of its journey to make airfrying a part of everyday cooking for even more Indian families, while bringing the simple and relatable thought behind ‘Airfryer Matlab Philips’ to life for consumers.”
