Philips has launched its latest advertising campaign, ‘Airfryer Matlab Philips’, featuring actor and entrepreneur Sushmita Sen as its brand ambassador.
The campaign aims to strengthen Philips’ position in India’s growing airfryer market while encouraging more consumers to adopt airfrying as part of their everyday cooking routines.
Conceptualised by WillBe Done, Philips’ creative and strategic partner for the initiative, the campaign film draws on familiar everyday decision-making moments. By placing the purchase of an airfryer at the centre of the narrative, the campaign positions Philips as the natural and instinctive choice for consumers.
The campaign will run across television, digital, social media and retail touchpoints, with additional marketing initiatives planned ahead of the festive season.
Alongside Sushmita Sen’s association, Chef Ranveer Brar continues as brand ambassador for Philips Kitchen Appliances. Through the partnership, he will engage with consumers through recipes, cooking techniques and ideas that demonstrate the versatility of Philips airfryers.
Speaking about the campaign, 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.”
She added that the brand’s ambition extends beyond maintaining category leadership, with a focus on making airfrying accessible to households across India and positioning Philips as a trusted name in the future of everyday cooking.
Through the new campaign, Philips is combining celebrity-led storytelling, creator-driven engagement and its established presence in kitchen appliances to deepen consumer awareness and drive the adoption of airfrying across the country.
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