The TVC, conceptualised by Ogilvy & Mather, positions the Airfryer as an innovative gadget for the evolved, health-conscious consumer
BestMediaInfo Bureau | Mumbai | August 26, 2014
Philips India, a leading kitchen appliances brand, has rolled out a television campaign for its new kitchen gadget ‘Airfryer’, which is capable of frying food with 80 per cent less oil (compared to traditional methods) without compromising on taste. The TVC, conceptualised by Ogilvy & Mather, is targeted at health-conscious consumers who love to indulge in delicious fried snacks.
The film shows a husband entering the kitchen to make ‘Aloo Tikki’ but is not able to find the bottle of oil and therefore asks his wife. She repeatedly tells him that the bottle is right in front of him. The husband gives up and even takes up the challenge of making snacks every evening if his wife finds the oil bottle in the kitchen. His wife sets aside her laptop and goes to the kitchen to hand him the oil which was right in front of him, albeit in a small bottle. He is surprised on seeing the quantity of oil and says that it won’t be sufficient to cook the ‘Aloo Tikki’. That’s where the product is introduced along with a voiceover that says: ‘Philips Airfryer- 100% great taste and 80% less oil’.
Talking about the brief given to them, Chandana Agarwal, Managing Partner, Ogilvy & Mather, said, “We had to position the Philips Airfryer as a healthy lifestyle product for people who enjoy food but are conscious of the health aspect. We wanted to, therefore, have a tone of voice that was young and modern and keep the story around people who enjoy cooking food.”
Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather, added, “The creative hook was to demonstrate tasty food with 80 per cent less oil and change the way oil is used in modern kitchens. The transformation from large cans to small bottles, supported by the line 'Ab jitna use karungi, utna hi to rakhungi na', worked beautifully to establish the key message and hence, was used consistently in print, outdoor and digital as well.”
ADA Ratnam, President, Consumer Lifestyle, Philips India, said, “The Airfryer is a gadget that we are extremely passionate about. It’s sleek, high-tech and delivers on the promise of good health and well-being that Philips stands for. It is the perfect gadget for the modern kitchen and lifestyle.”
Ratnam claims that the product has received an overwhelming response since its launch in the Indian market. “A big reason for the success is our consistent engagement across digital platforms as well as experiential activations on ground. We had set out to create a new category of Kitchen Appliances with this gadget and I think we have been successful. To take this category to the next level, we decided to run a TV campaign as well that will help us drive even higher awareness and recall,” he added.
The 30-second TVC went on air on August 18 across leading channels.
Agency: Ogilvy & Mather
Executive Creative Director: Ajay Gahlaut
Creative Team: Nikhil Rao, Divya Bhatia
Senior Copywriter: Aastha Gandhi
President (Planning): Neeraj Bassi
Vice-President (Planning): Sarabpreet Bedi