Sushmita Sen Fronts Philips Airfryer Matlab Philips Campaign Ahead of Festive Season

Versuni India MD and CEO Gulbahar Taurani said the campaign builds on more than a decade of category development, while Chef Ranveer Brar continues his association with Philips Kitchen Appliances

Philips has launched its Airfryer Matlab Philips campaign featuring actor and entrepreneur Sushmita Sen as brand ambassador, building its communication around the association consumers have developed between the brand and the airfryer category in India.
The campaign comes as Versuni seeks to expand the adoption of airfrying across Indian households and position the appliance as part of everyday cooking.
Airfryer Matlab Philips uses everyday decision making as its central creative idea. The campaign film depicts situations where people deliberate over different choices before contrasting them with the decision of selecting an airfryer, where Philips is presented as the immediate answer.

The campaign has been conceptualised and developed by WillBe Done, the creative and strategic partner for the initiative.
Sushmita Sen fronts the campaign as Philips’ brand ambassador. Chef Ranveer Brar will continue his association with Philips Kitchen Appliances as a brand ambassador, focusing on recipes, cooking techniques and different ways consumers can use airfryers.
According to information supplied with the campaign, Philips introduced the airfryer category to India and has spent more than a decade developing its presence in the segment.

The company also states that Philips is the number one airfryer brand in India and is the only brand using its patented starfish design, which is intended to circulate hot air evenly around food during cooking.
Gulbahar Taurani, MD and 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.”

Sushmita Sen said her existing use of a Philips Airfryer contributed to her association with the campaign.
She 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.”
The campaign follows Philips’ continued investment in consumer education, product development and awareness around airfrying and its applications in Indian cooking.
Airfryer Matlab Philips is being rolled out across television, digital, social media and retail channels, with additional activity planned around the festive season.

ABOUT VERSUNI INDIA
Versuni operates a portfolio of home appliance brands including Philips, Philips Baristina, Philips Walita, Preethi, Senseo, L’OR Barista, Saeco and Gaggia.
According to the supplied company information, Versuni holds more than 900 patents across a portfolio covering coffee and kitchen appliances, garment care, climate care and floor care.
Philips, Saeco and Gaggia products are sold under trademark licence from Koninklijke Philips N.V.
Versuni is headquartered in Amsterdam, the Netherlands, and has innovation, manufacturing and commercial centres across different markets, with a presence in more than 100 countries.

At Prittle Prattle News, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.