ITV

Tag: Lowe Lintas

  • Madan Bahal, Prateek Bhardwaj, and Amit Sharma appointed as Jury Chairs for Abby Awards 2024 powered by One Show

    Madan Bahal, Prateek Bhardwaj, and Amit Sharma appointed as Jury Chairs for Abby Awards 2024 powered by One Show

    Mumbai: Madan Bahal, Co-Founder and Managing Director of Adfactors PR, Prateek Bhardwaj, Chief Creative Officer and Head of Creative (India) at Lowe Lintas and Amit Sharma, Founder Director of Chrome Pictures join as jury chairs for Public Relations category, Direct category and Video Craft category respectively, at The Abby Awards 2024 powered by One Show.

    Madan Bahal, Co-Founder and Managing Director of Adfactors PR, has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Public Relations category.

    Adfactors is India’s largest and most recognised public relations firm. Founded in 1997, Adfactors PR is also the youngest and the only independent firm in its peer group in India.

    Over the last 25 years, Madan has had the privilege to serve as a lead communication counsel in many of the milestone events of Corporate India, including fundraises, M&As, disputes, litigations, issues, and crises. The firm currently serves over 500 retained clients, including many of India’s leading conglomerates, corporations, unicorns, financial institutions, and NGOs.

    In 2022, the Arthur W. Page Society inducted Mr Bahal into its Hall of Fame. Some of the prominent recognitions that he has received so far include: International Communications Consultancy Organization’s (ICCO) Hall Of Fame (November 2017), PRovoke’s Individual outstanding achievement in Asia-Pac (September 2013), Communicator of the Decade by the Public Relations Council of India (PRCI), and the Life Time Achievement Award by the Public Relations Society of India (PRSI).

    In October 2020, PRovoke recognised his firm as one of the seven global agencies of the decade.

    A vocal advocate of continuous learning and development for PR practitioners, Madan is regarded for providing leadership in the Indian PR industry during major adverse events such as the global financial meltdown during 2008 and the two years of the Covid-19 pandemic.

    Prateek Bhardwaj,Chief Creative Officer and Head of Creative (India) at Lowe Lintas has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Direct Category.

    With over 20 years in the business, Prateek has earned a slew of prestigious awards including the Grand Prix at Cannes Lions and Jay Chiat Awards, and the coveted Black Pencil at D&AD.

    Prateek is ranked India’s No.1 most awarded creative for 2018, according to various sources, including CampaignBrief Asia.  Prateek was the Creative Director behind the much acclaimed recent work on Nescafé (stammering comedian and RJ Rishi), Ministry of Public Health, Afghanistan (Immunity Charm), and Incredible India.

    His other notable work includes long-running campaigns for Dettol and PayTM and the still-famous launches of Sprite (Bujhaye only pyaas), Kinley, and Chlor-mint.

    Prateek has also been a creative entrepreneur and founded Eleven Brandworks in 2008.

    Amit Sharma, Founder Director of Chrome Pictures, has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Video Craft category.

    Amit is a leading ditrctor of ad films and now feature films. Some of his groundbreaking TVCs are Pooja Didi – Facebook, Dove #StopTheBeautyTest, Lifebuoy – Help A Child Reach Five, Silent National Anthem, Google Reunion and many more.

    Amit has bagged several prestigious awards including Cannes Lions, D&AD, Spikes Asia, Adfest, London International Awards, Abby among others.

    Amit’s style of filmmaking has always revolved around topics that question the society at large and challenges its norms. For instance, his National award winning feature film, Badhaai Ho (directed and produced under his banner Chrome Pictures), addresses the issues that a middle aged couple, with two grown sons, face when they get pregnant at the age of 51.

    His latest film “Maidaan”, a biopic starring Ajay Devgn on the Indian football coach Syed Abdul Rahim has done well at the box office.

    With a focus on choosing subjects which are path breaking and unconventional, Amit believes in telling stories which are relatable, relevant and thought provoking.

  • Lowe Lintas & Naukri collaborate to launch a new campaign

    Lowe Lintas & Naukri collaborate to launch a new campaign

    Mumbai: Lowe Lintas has joined forces with Naukri.com, India’s premier careers platform, to introduce an engaging new campaign tailored specifically for the ambitious Gen Z workforce. The campaign aims to reinforce Naukri’s position as the preferred destination for young professionals, by showcasing & legitimizing their ambitious behavior.

    In today’s dynamic corporate landscape, the younger individuals are characterized by their ambition, drive, and determination to succeed. In a world governed by age-old rules and wisdom, Gen Z are in a hurry when it comes to careers. They are ambitious for growth, unwilling to settle for anything lesser than their goals. And while the world may see it as a not so positive trait, they see it as essential for getting ahead in their professional journeys.

    Recognizing this trait, Naukri & Lowe Lintas has conceptualised a strategic campaign focused for this discerning demographic.

    Intended to go live during IPL where ACDs are no more than 15seconds, the campaign leverages compelling storytelling & resonant messaging, to connect with Gen Z job seekers on a deeper level. Developed in a tone & manner that is quint-essential ‘Naukri’ – insightful & light-hearted yet thought provoking, the films exhibit the change that has begun shaping careers all over.

    Info Edge (India) Ltd CMO Sumeet Singh expressed her enthusiasm for the collaboration, remarking, “Naukri has always championed the cause of India’s professionals. With this campaign, we are siding with the ambitious Gen-Z, who now make up most of the country’s workforce, and we’re teaming up with them for their career building.”

    Lowe Lintas regional creative officer Vasudha Mishra shared her insights on the campaign, stating, “When it comes to jobs, the young are not reticent. They know what they want, and they cannot be gaslighted into settling for less. Especially when they have as their ally, Naukri, one of the most iconic modern brands of India. Two spots, done with the signature irreverent style of the brand, done by our fabulously talented team at Lowe Lintas.”

    The campaign is now live on the JioCinema IPL feed and other online platforms.

  • Dollar Industries Ltd launches inspiring campaign supporting the spirit of democracy

    Dollar Industries Ltd launches inspiring campaign supporting the spirit of democracy

    Mumbai: Dollar Industries Ltd, a leading name in the textile industry has launched an engaging initiative to honour the spirit of democracy in India. As the country gears up for the approaching general elections, this initiative intends to highlight the collective efforts of individuals and organisations engaged in securing the seamless conduct of this election.

    “As a responsible corporate entity, Dollar Industries Ltd is dedicated to upholding the principles of democracy and civic involvement. Our initiative aims to motivate and rally citizens to take an active role in the democratic process, acknowledging the invaluable contributions of every person and entity involved. We are actively promoting this campaign with great intensity on social media platforms”, said Dollar Industries Ltd MD Vinod Gupta.

    The campaign sheds light on the intricacies of India’s general elections, emphasizing the collective endeavour required to ensure its smooth functioning. From election commission officials and poll workers to security personnel and cleanliness workers, each plays a crucial role in upholding the integrity of the electoral process. The campaign likens the elections to a grand festival, inviting every citizen to play an active role in its success.

    Lowe Lintas Kolkata, renowned for its innovative campaigns, spearheaded the conceptualization and execution of the campaign. Creative genius Mohit Pasricha led the creative team, bringing his visionary approach to storytelling. Indranil Mitra and Rohit Chakraborty provided expert account management, ensuring seamless coordination and execution of the project.

    Green Grass Film, a distinguished name in the film industry, collaborated with Dollar Industries Ltd to bring the campaign to life. Under the direction of Akhil Vishnu Nair, the production team captured the spirit of democracy with cinematic finesse, delivering a visually stunning and emotionally significant narrative.

    The campaign film, crafted with meticulous attention to detail and emotional depth, serves as an emotional reminder of the collective responsibility we share in upholding the democratic ideals of our nation. Through its compelling storytelling and powerful imagery, the campaign aims to ignite a sense of pride and responsibility among citizens, urging them to exercise their right to vote and contribute to the democratic fabric of India.

  • Streax Professional unveils new digital ad for Argan Secrets hair colour

    Streax Professional unveils new digital ad for Argan Secrets hair colour

    Mumbai: Hygienic Research Institute Pvt Ltd’s Streax Professional has launched a new digital ad for their core hair colour line – Argan Secrets Hair Colour. Starring the brand’s ambassador- Vaani Kapoor and technical ambassador, well-known salon expert – Vipul Chudasama, the digital ad aims to lead consumers to discover the secret to attain Mirror Shine nourished hair by getting their hair coloured with Argan Secrets Hair Colour.

    Streax Professional’s Argan Secrets Hair Colour’s new digital ad helps consumers experience the difference in every hair strand with its Mirror Shine that transforms the hair into a radiant masterpiece.

    The storyline is set in a salon setup where Vaani is seen sitting on a salon chair says that she places her trust only in professionals for bringing shine to her hair; cut to salon expert Vipul Chudasama vouching for Streax Professional’s Argan Secrets Hair Colour to bring her hair the desired shine. Further, he advocates that Argan Secrets Hair Colour enriched with Argan and Walnut Oils gives long lasting hair colour along with Mirror Shine. Vaani then urges viewers to achieve this Mirror Shine and long-lasting colour at the nearest hair salon. With this digital ad, the brand aims to target urban women seeking professional –grade hair colour solutions.

    Sharing his insights on this digital ad, HRIPL MD & CEO Dheeraj Arora stated, “At Streax Professional, we aim to enhance both salonists’ skills and consumer experiences by combining beauty and style with scientific expertise. Streax Professional Argan Secrets Hair Colour Hair Colour, offers over 30 shades infused with Argan and Walnut Oil, providing mirror-like shine and setting new trends.”

    Rochelle Chhabra

    Speaking about the digital ad and Argan Secrets Hair Colour, Streax Professional spokesperson Rochelle Chhabra said, “We are thrilled to introduce the new ad campaign for Streax Professional’s Argan Secrets Hair Colour that imparts Mirror Shine. With popular actress Vaani Kapoor and salon expert Vipul Chudasama as the faces of our brand, we’re confident that this communication will change what consumers and hair stylists expect from a salon hair colouring experience. We understand the heartbeat of the salon industry, where every stylist strives for perfection and every client seeks a transformation. Streax Professional stands as a stalwart, revered for its unwavering commitment to quality and innovation.”

    Sharing her experience of being a part of the digital ad, Bollywood star and Streax Professional brand ambassador Vaani Kapoor said, “I’m happy to be associated with the new ad campaign of Streax Professional-Argan Secrets Hair Colour. In salons, where magic happens every day, Argan Secrets Hair Colour can be a trusted partner for salon experts to unleash their creativity and transform their clients’ hair.”

    Speaking about Streax Professional Argan Secrets Hair Colour, Streax Professional technical ambassador Vipul Chudasama said, “Streax Professional’s Argan Secrets Hair Colour hair color is a game-changer for salonists. The mirror shine it gives is truly remarkable, transforming hair into a work of art. Collaborating with Vaani Kapoor on the new ad has been an exciting journey. Salonists understand the importance of delivering exceptional results, and with Argan Secrets Hair Colour Hair Colour, we can ensure every client leaves the salon with hair gives mirror shine, reflecting their beauty and our expertise.”

    The digital ad has been released in Hindi. With its colourful and vibrant storyline, the digital ad promises to resonate deeply with its intended audience.

    Streax Professional Argan Secrets Hair Colour is available at Rs 205.

  • Tetley Green Tea takes a bold stand against nicknames based on ‘body types’

    Tetley Green Tea takes a bold stand against nicknames based on ‘body types’

    Mumbai: Tetley Green Tea Immune, one of the leading green tea brands in India, has released a compelling sequel to their last year’s successful campaign #everyBODYcan. This campaign continues the important conversation of looking beyond ‘surface-level’ fitness initiated earlier and takes on the endearing yet unwarranted nicknames given to people of various body types, based on how they look.  The new campaign ‘I am more than my nickname’ reinforces the thought that ‘you are more than your body type’. It urges people to not be constrained by their nickname, which has been given to them based on their physical appearance, as a name doesn’t define your abilities and how fit you are. Through this film Tetley continues to take another step to help women realize their inner potential keeping internal as well as external fitness in mind.

    We have a habit of giving seemingly ‘adorable’ nicknames to kids based on their physical appearance such as ‘Golu’, ‘Ladoo’ etc. Although they sound endearing and harmless, these stereotypical nicknames can sometimes end up hurting the kid’s self-belief. These nicknames can often serve as reminders telling them that they can’t do certain things if they are of a certain body type, forcing them to grow up and sometimes actually live up to these nicknames. The empowering film from Tetley challenges the biases that crop up because of such nicknames leading to inadvertent body shaming. The film showcases the story of one such woman with a nickname ‘Golu’ who grows up and does all that she sets out to do (against the perceived judgement of others), thus sending out a message that #everyBODYcan. It portrays ‘Golu’ being judged all her life based on her body type and her nickname and how the world around her stereotypes her to be capable or incapable of doing various things throughout her life. Yet we see how she overcomes all the judgments and leaves viewers empowered with the belief that they can do a lot more than what the people around may perceive that they are capable of. The film closes with a rousing battle cry from women of all body types holding a placard of the nicknames given to them, everyone who were told they can’t do something, saying– “My Body Can, Your Body Can, Every Body Can” sending out a message that they are more than their nickname and how they look like.

    Talking about the film, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “Tetley green tea is one of the leading players in the green tea segment in India and advocates feeling fit vs. just ‘looking fit’’. In that effort, we constantly innovate to bring differentiated offerings such as Tetley Green Tea Immune with added Vitamin C range. In the second edition of our #everyBODYcan campaign, we highlight the stereotypes that may seep in through ‘adorable sounding’ nicknames that are based on certain body types and are inadvertently given to the kids which would then become labels that they may live up to, affecting their confidence. This campaign yet again urges people to look beyond the body types/ surface level fitness and believe in themselves by focusing on feeling fit from inside out.”

    Lowe Lintas (South) head of creative Arpan Bhattacharyya said, “With the success and appreciation that #everyBODYcan received last year, we felt that it deserved a reprise. To take forward the idea that feeling fit isn’t only about looking fit, we found an interesting insight in the endearing nicknames that people often bestow upon kids. Golu, Teeli, Laddoo – each is a harmless nickname, inspired by a certain body type. Kids are identified by these nicknames. But these nicknames can become identities in themselves as well. A “Golu” loves to eat. But can’t run fast. A “Teeli” is petite. But can’t lift weights. And so on. Regardless of how true these typecasts are or how fit the owner of the nickname is or isn’t.  We wanted to urge women to be more than their nicknames. Because being fit isn’t only about looking fit. We hope this sequel serves as an empowering reminder to all the women that they are more than their body type and whatever be their nickname, they should believe that #everyBODYcan”.

  • Flipkart Health+ & Lowe Lintas unveil celeb-led campaign to boost UP presence

    Flipkart Health+ & Lowe Lintas unveil celeb-led campaign to boost UP presence

    Mumbai: Flipkart Health+, the digital healthcare marketplace platform of India’s homegrown Flipkart Group, rolled out a captivating new advertising campaign in collaboration with Lowe Lintas, the creative agency of MullenLowe Lintas Group. This campaign aims to establish Flipkart Health+ as the preferred platform for online medicine purchases in Uttar Pradesh (UP).

    To strengthen its foothold in UP, the campaign focuses on exciting seller discounts on medicines, making Flipkart Health+ an attractive option for consumers seeking affordable, genuine, and reliable medicines. Moreover, the company has deployed various initiatives to improve delivery speed and the availability of a wide range of medicines to enhance the overall customer experience. In addition, Flipkart Health+ has also initiated offline awareness activations at seller partner stores to boost the campaign.

    The campaign created by Lowe Lintas Bengaluru showcases Flipkart Health+ as the go-to platform for all medicinal needs with a localized touch. Both the films’ narratives are centered around the dynamic relationship between Saurabh Shukla and Sparsh Srivastava, set against the backdrop of UP. The grandfather-grandson duo navigate through a local setup. Both campaigns comically endorse the convenience, reliability, and cost-effectiveness of purchasing medicines via Flipkart Health+. This approach adds authenticity to the campaign and enhances its resonance with the local audience.

    Speaking about the campaign, Flipkart Health+ head of marketing & growth Dhruvish Thakkar said, “Within a short span of two years, Flipkart Health+ has established itself as one of India’s most trusted online pharmacy brands that is solving for affordability and accessibility across India. We’re excited to strengthen our presence in Uttar Pradesh through offers and initiatives that elevate customers’ experience and position Flipkart Health+ as a reliable healthcare partner. Through the campaign, we aim to underscore UP as a priority market for Flipkart Health+.”

    Lowe Lintas Bengaluru executive director – head of creative, copy (South) Arpan Bhattacharyya also added, “As UP is a priority market for Flipkart Health+, we dug into the colorful fabric of the land and came up with characters who could deliver the message with a signature punch. We kept the messaging simple and to the point. And then turned it over to the magical duo of Saurabh Shukla and Sparsh Srivastava who added more than just a dose of swagger to the campaign. Hopefully, it’s just what the doctor ordered!”

  • Lowe Lintas Kolkata launches new brand campaign for Veedol – ‘Rakhe Saaf, Dil Se’

    Lowe Lintas Kolkata launches new brand campaign for Veedol – ‘Rakhe Saaf, Dil Se’

    Mumbai: Lowe Lintas, one of India’s leading advertising agencies and the creative AOR for Tide Water Oil, has conceptualised a new brand campaign for Veedol, one of India’s leading lubricant brands. The campaign, launched across media, tells a compelling story through four distinct film narratives for four automotive segments- bike, car, truck & tractor- bound together by the Veedol’s promise of trust. The campaign is built on the core idea that a clean heart is a symbol of honesty, transparency, and trust, which are values that distinguish the Veedol brand. This message is encapsulated in the campaign tagline ‘Rakhe Saaf… Dil Se’.

    Brand Veedol has a rich, century old legacy with markets in over 70 countries. Positioned as the ‘Professional’s choice’, Veedol enjoys high saliency amongst the workshop fraternity worldwide. In India Veedol is respected for its high-quality products for the entire range of vehicles – from 2wheelers to cars to trucks to tractors to latest generation electric vehicles along with an increasing play in the industrial lubricant space.

    Tide Water Oil managing director Arijit Basu said, ‘’We feel that the time is right to reinforce Veedol’s standing as one of India’s most respected automotive and industrial lubricant brands of choice for consumers and mechanics alike. This campaign does this beautifully, also weaving in our international standing into the storyline. We believe this campaign will strengthen our brand as we embark on a journey to take Veedol to the next level of growth”.

    Commenting on the campaign, Lowe Lintas CCO Sagar Kapoor said, ‘The new campaign reinforces the brand’s commitment to providing high-quality engine oils for all segments of vehicles including Car, Bike, Tractor & Truck. With its focus on keeping engines clean from the inside, Veedol’s products are an excellent choice for anyone who wants a long-lasting engine and a hassle-free journey.”

    The campaign is now live on select offline and online platforms.

  • Britannia Timepass launches a perfect campaign with a witty take on real life situations

    Britannia Timepass launches a perfect campaign with a witty take on real life situations

    Mumbai: Britannia Timepass just launched an entertaining advertising campaign that surely strikes the humorous chords. Developed by Lowe Lintas Bangalore, the latest campaign for the ‘Britannia Timepass’ product line gives the perfect solution for how to enjoy the ‘Chatpatang’ flavours of the product and not do any ‘Utpatang Timepass’.

    There is a growing market for organised snacks, which include packaged and branded snack products. The organised snack market in India is diverse, and new products and categories continue to emerge as consumer preferences evolve. Britannia Timepass perfectly aligns with evolving consumer expectations with a wide range of variants. Its distinctive, unique flavour sets it apart from competitors, and the campaign aims to create a sensorial experience around this unique flavour and format combination.

    Britannia Industries CEO & executive director Rajneet Kohli said, “As a part of the Britannia’s vision to become a Responsible Global Total Foods Company, we remain committed to creating distinct and memorable snacking experiences for our consumers by providing them, the best quality & delightful products like the new range from Britannia Timepass. In this brand new ad campaign, our creative partner, Lowe Lintas has captured the essence of everyday peculiarities that can arise from idle moments.”

    He added, “In a world of imperfections, we are glad to introduce the perfect snack for a perfect timepass’, wherein, we are inviting consumers to enjoy the moment (however difficult) with a smile with our Timepass salted snacks range. In this engaging campaign, we invite consumers to embrace the fun in our daily lives and couple that with ‘Chatpatang Timepass’. Our comprehensive Timepass range has something for all palates in the form of fun sticks and groovy chips, each flavour has a unique snappy bite that you just can’t resist.”

    Taking cues from the quirks of everyday life, including misguided advice, moments of boredom, and random suggestions, this ad film playfully showcases the natural tendency of minds to come up with mischievous ideas. In the delightful multi-film campaign, the creative team has smartly used satire to convey the message of steering such wayward thoughts in a deliciously tempting direction—by indulging in Britannia’s irresistible new range of ‘Chatpatang’ snacks.

    Lowe Lintas executive director Saurabh Dikshit said, “For a brand with a name like Timepass, any run-of-the-mill story just wouldn’t make the cut. That was our cue to do a fun campaign with a ‘Chatpatang’ twist. The core thought being that when one sits idle, and there’s nothing better to do, the mind can only think of random things. In those times, we said, choose ‘Chatpatang’ every time the mind wants to do something ‘Utpatang’.”

    The campaign is currently live across online and offline channels.

    Hindi:

    Tamil:

    Telugu:

    Kannada:

    School

    Hindi:  

    Tamil:  

    Telugu:

    Kannada:  

     
     

  • Tanishq unveils it’s latest TVC ‘ Heera Ho Tum

    Tanishq unveils it’s latest TVC ‘ Heera Ho Tum

    Mumbai: Tanishq, India’s jewellery retail brand from the house of Tata, has unveiled their latest campaign TVC “Heera Ho Tum” this month, celebrating the spirit of Indian women as they embrace their true selves and adorn diamonds that reflect the brilliance within. This campaign has been promoted both online and offline across various platforms including television, print, outdoor and social media.

    The campaign revolves around the concept of ‘Heera Ho Tum’ celebrating women and the significance of diamonds in their lives. It emphasizes that diamonds should be cherished in every significant moment of a woman’s life, big or small. The central theme, ‘Every Woman A Diamond,’ beautifully portrays the idea that every woman’s life journey deserves the brilliance and elegance that diamonds embody.

    Directed by Harshwardhan Kulkarni and conceptualised by Lowe Lintas, the emotional film captures this sentiment. It portrays a woman and her daughter exploring diamond jewelry in a Tanishq store. Throughout the film, the woman contemplates whether she truly needs or wants a diamond, reflecting on the special moments in her life. Eventually, she comes to a profound realization that her life, with all its joys, challenges, and accomplishments, shines as brightly as a diamond. Every facet of her existence is a testament to her significance and unique brilliance, illuminating a life that stands with its own luminous glow. 

    Tanishq general manager – marketing Ranjani Krishnaswamy said, “Every woman a diamond’ is a celebration of ‘her’ life. At a very visceral level, diamonds symbolise the life of a woman. Her understated view of her journey, her seemingly ordinary lens to her extraordinary life, of how far she has come and who she has become today. The story telling pictures a typical lens that women give to their lives, they go through many wins in life, many achievements, many life defining moments but still looking for reasons to celebrate themselves. Our attempt was to seed a thought of how her life in itself is a celebration that doesn’t need a justification. And a Tanishq diamond is such a befitting encapsulation of that celebration.”

  • Find out ‘What’s new on the menu’ with the Philips Airfryer’s latest campaign

    Find out ‘What’s new on the menu’ with the Philips Airfryer’s latest campaign

    Mumbai: Airfryer brand- Philips Airfryer has launched its new campaign ‘What’s new on the menu’ challenging the common misconception about the limited usage of the gadget when it comes to creating Indian recipes. The campaign emphasises on the 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 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 appetising 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.

    The films conceptualised by Lowe Lintas, also captures the Philips Airfryer’s unique rapid air technology which provides 360-degree cooking results, allowing users to explore a variety of dishes while cooking with up to 90 per cent less fat.

    Commenting on the new campaign, Versuni India Home Solutions Ltd (formerly known as Philips Domestic Appliances) chief marketing officer Pooja Baid 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 kitchen’s 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 a more convenient way. Our endeavour continues to be to establish Philips Airfryer as the new way of cooking for Indians.”

    Lowe Lintas regional creative officer Vasudha Misra added, “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.”

    The campaign will go live across digital, TV, and OTT platforms.