Philips has brought actress and entrepreneur Sushmita Sen on board as its new brand ambassador as the company launches a campaign focused on making airfrying a more familiar part of everyday cooking in Indian homes.
Titled ‘Airfryer Matlab Philips’, the campaign positions Philips as a leading name in the airfryer category while using Sen’s familiar presence to connect the appliance with everyday Indian consumers. The initiative has been timed ahead of the festive season, when home cooking and food preparation typically become an even bigger part of household routines.
The campaign takes a simple approach to consumer decision-making. The film features a series of everyday situations where people weigh options before choosing.
The narrative then contrasts this with buying an airfryer, presenting Philips as the natural choice for consumers looking for the appliance.
WillBe Done developed the idea as Philips’ creative and strategic partner for the campaign. Rather than focusing only on product features, the campaign aims to build a stronger association between the Philips name and airfrying itself.
The campaign will appear across television, digital and social media, as well as retail touchpoints, giving the brand a broad presence during the festive shopping period.
For Philips, the campaign comes with a larger ambition: to move airfrying beyond an occasional kitchen appliance and make it part of regular cooking routines.
Gulbahar Taurani, Managing Director and CEO of Versuni India, said the campaign reflects the consumer response the company has received for its airfryer business. He also highlighted the brand’s ambition to take airfrying to more Indian households.
The focus on everyday use is particularly relevant as kitchen appliances increasingly become part of conversations around convenience, cooking habits and modern home lifestyles. Airfryers, in particular, have moved from being a niche appliance to a more familiar product category for many consumers.
Sen’s association gives Philips an opportunity to communicate this shift through a personality with recognition across generations. Her career in entertainment, along with her identity as an entrepreneur, allows the campaign to position the product within a broader lifestyle context rather than presenting it simply as another kitchen appliance.
Commenting on the partnership, Sen said she was excited to be part of Philips’ effort to make airfrying part of everyday cooking for more Indian families.
Her role will therefore extend beyond being the face of a single advertising film. The association places her at the centre of Philips’ larger effort to strengthen its presence in the airfryer category and reinforce the brand’s connection with contemporary Indian kitchens.
The campaign’s timing is significant. With the festive season approaching, Indian households traditionally see increased activity around cooking, entertaining and home purchases. Philips is using this period to strengthen awareness of its airfryer range and encourage consumers to consider the appliance as part of their regular kitchen setup.
With ‘Airfryer Matlab Philips’, the brand is ultimately trying to make a simple association stick: when consumers think about airfryers, Philips wants to be among the first names that come to mind.
The combination of a high-profile brand ambassador, a straightforward campaign idea and a multi-platform rollout gives Philips a strong platform to build that association while introducing airfrying to an even wider Indian audience.