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Kenstar’s Oxy Fryer is ‘The Star’

In the TVC, conceptualised by Contract Advertising, the Oxy Fryer is introduced by Shah Rukh Khan as a ‘must have’ appliance in the kitchen with its oil-free cooking proposition

Kenstar’s Oxy Fryer is ‘The Star’

In the TVC, conceptualised by Contract Advertising, the Oxy Fryer is introduced by Shah Rukh Khan as a ‘must have’ appliance in the kitchen with its oil-free cooking proposition

BestMediaInfo Bureau | Delhi | December 16, 2014

Kenstar-TVC Click on the image to watch the TVC.

Kenstar’s latest TV campaign for Oxy Fryer, which enables oil-free frying while keeping the food healthy and tasty, stars actor Shah Rukh Khan. The TVC, conceptualised by Contract Advertising, highlights the health and fitness benefits of Oxy Fryer and redefines the traditional cooking habits of people. Kenstar’s Oxy Fryer enables consumption of fried food without the inhibitions of gaining weight and unhealthy eating.

The TVC is targeted towards people who love eating fried food – from school-going kids in the family to elderly grandparents. Arun Pal, COO – Small Home Appliances, Kenstar, said, "We have observed that there has been a surge in demand for appliances that facilitate healthy and hassle-free cooking. Understanding this requirement, we launched Oxy Fryer, which not only ensures oil-free frying, but is also safe and convenient to use. Shah Rukh Khan’s presence in the TVC adds to the strategic thrust for Oxy Fryer in this campaign. Being a fitness enthusiast himself, Shah Rukh does full justice to the ad and Oxy Fryer.”

SRK, the brand ambassador of Kenstar, addresses Oxy Fryer as a ‘Star’ which fits in all roles – be it sweet, crispy, crunchy or spicy. It tempts the taste buds of all while promising to deliver better health.

“Kenstar has a tremendous heritage and goodwill across the country and offers consumers international quality products. It is an honour to be associated with brand Kenstar,” said Khan.

The TVC opens with Khan telling viewers that there is something special about the day. He then refers to a ‘star’ and introduces Kenstar’s Oxy Fryer as a perfect fit for every role. Further, he goes on to explain the benefits of the product. He willingly continues to reveal the exquisite performance of the product which undoubtedly makes one fall in love with it. The TVC draws to an end in an affectionate tone where Khan signs off with, “This is why Kenstar says, we love you!”

The tagline elucidates the concept of the brand’s love and care for its customers by introducing customer-friendly products, well-being and intricately weaves in the aspect of good taste.

“Our objective with this campaign was to create awareness about the possibility of oil-free frying and tempting the consumer, apart from effectively delivering the brand’s rational and emotional benefits. Being a much looked-upon category and a product that can relate with every age group, we had to ensure that the taste and health element is highlighted. You will find that this campaign has used a lot of never-before-seen innovation, technologies and conventional tactics utilising Shah Rukh as the brand ambassador to spin his magic on the consumers,” said a spokesperson from Contract Advertising.

Directed by Shakun Batra of Razorblade, the TVC is scheduled to air across leading TV channels in the second week of December. The campaign will be launched across cities in a combination of print and TV commercials, outdoor innovation for mall advertising, new media and interactive sampling.

The TVC:

[youtube]https://www.youtube.com/watch?v=yTXx3lVY2zU[/youtube]

Credits:

Agency: Contract Advertising

Production House: Razorblade

Director: Shakun Batra

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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