Philips Airfryer's new campaign shows 'what's new on the menu'

Philips Airfryer has launched its latest campaign ‘What’s new on the menu’. 

The campaign emphasizes on appliance's versatility in the Indian setting, showcasing a variety of traditional, everyday dishes that can be expertly and easily prepared using the Philips Airfryer.

The ad films have been conceptualised by Lowe Lintas.

The campaign comprises three films which have been pivoted around some of the most basic ingredients like ‘besan’ (chickpea flour), Chicken and readily available vegetables such as ‘gobi’ (cauliflower) that can be found in today’s kitchen and Philips Airfryer’s ability to turn them into appetizing recipes. While the first film depicts two girls at the supermarket being amazed at the amount of recipes that can be churned out using ‘Gobi’ (cauliflower), the second commercial captures flatmates discussing the variety of dishes that can be made with leftover ‘besan’ (chickpea flour) and the last one showcasing a couple awakened by a hen’s clucking sound when the half-asleep husband begins with a monologue on chicken based munchies. All the flavours culminate into the Philips Airfryer, transforming everyday cooking into a wholesome experience.

Pooja Baid, Chief Marketing Officer, Versuni India Home Solutions Ltd (formerly known as Philips Domestic Appliances), said, “The essence of our campaign lies in inspiring more and more Indian households to use the Philips Airfryer in everyday cooking. The idea was to showcase its versatility even with the most ordinary ingredients that can be found in our kitchens today along with encouraging our consumers to explore a wide array of homegrown delicacies from crispy snacks to hearty meals, prepared in a healthier and more convenient way. Our endeavour continues to be to establish Philips Airfryer as the new way of cooking for Indians.”

Vasudha Misra, Regional Creative Officer, Lowe Lintas, said, “These commercials could have easily been for a food delivery service, or for a flavour-enhancing masala. Which is actually the point! An Aifryer commercial that breaks the codes of a typical Airfryer commercial. Whether it be showing college-going girls, or mouth-watering non-vegetarian dishes being prepared. Which we hope will help Philips Airfryer reach out to new and old audiences by making them look at the product in a new light. Of course, that the commercials also make you giggle, or chuckle, or (dare we hope) laugh, doesn't hurt either.”

‘What’s new on the menu’ film 1:

‘What’s new on the menu’ film 2:

‘What’s new on the menu’ film 3:

Agency credits:

Agency: Lowe Lintas Delhi

Account Management: Tanul Bhartiya, Prabudh Jain, Vishal Pant, Sarthak Shah

Creative: Vasudha Misra, Mohit Pasricha, Shubhanshu Dwivedi, Akshat Arora, Amresh Kumar, Riya Khunteta, Mohit Arora

Planning: Anurag Prasad, Madhavi Guha, Shashwat Kar, Mehak

Production House: Jugaad Motion Pictures

Director: Akshay Sunder

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