Philips, operating under Versuni India, has launched a new marketing campaign titled “Airfryer Matlab Philips,” featuring actor Sushmita Sen. The initiative aims to expand the adoption of air frying technology across Indian households, building on the brand’s stated position as a leader in the category.
The campaign highlights Philips’ decade-long presence in the Indian airfryer market. The company asserts its role as the inventor of the airfryer and the primary brand in the segment, a position it intends to reinforce through this new outreach.
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Philips : Campaign Strategy and Brand Ambassadors
The “Airfryer Matlab Philips” campaign is designed to underscore the brand’s association with the airfryer product category in India. The creative concept, developed by WillBe Done, portrays Philips as the instinctive choice for consumers considering an airfryer purchase.
Sushmita Sen joins Chef Ranveer Brar, who continues his collaboration with Philips Kitchen Appliances. Sen’s involvement seeks to connect with a broader consumer base, while Brar’s ongoing role focuses on culinary applications and demonstrating the versatility of airfryers in Indian cooking.
Gulbahar Taurani, MD & CEO of Versuni India, stated, “We have dedicated over a decade to building and shaping the airfryer category in India. This campaign leverages the strong recognition Philips has achieved. Our objective is to make air frying a staple in every Indian home, linking Philips with the future of everyday cooking.”
Actor Sushmita Sen commented on her association, noting, “I have utilized a Philips Airfryer personally, making this partnership a natural extension of my everyday experience. I am enthusiastic about supporting Philips’ mission to integrate air frying into more Indian households.”
Market Position and Innovation
Philips maintains that its leadership in the airfryer segment is supported by continuous product development. The brand highlights its patented starfish design, which it claims ensures even heat circulation for consistent cooking results. The company has invested in consumer education and product innovation to adapt air frying to Indian culinary preferences.
The “Airfryer Matlab Philips” campaign will be rolled out across various platforms, including television, digital media, social networks, and retail points. This multi-channel approach is planned to coincide with the upcoming festive season, aiming for maximum consumer engagement. For more information on brand initiatives and the latest tech appliance news, visitors can explore industry developments. Philips India (https://www.philips.co.in/) continues to focus on household appliance innovations within the Indian market.
