Sushmita Sen is the new face of Philips Airfryer as the brand marks a decade in India and pushes the appliance deeper into everyday cooking.
Philips has launched a new campaign, “Airfryer Matlab Philips,” featuring actor and entrepreneur Sushmita Sen as the new face of its airfryer business in India. The campaign comes as the brand marks ten years since introducing its airfryer to Indian consumers.
The campaign was unveiled in New Delhi by Versuni India, the company that operates the Philips domestic appliances business in the country. The launch is being positioned as a milestone for a product category that Philips says it helped establish and build in India.
Over the past decade, airfryers have moved from being relatively niche kitchen appliances to becoming a more familiar presence in Indian households. Philips now wants to take that adoption further by positioning the airfryer not simply as an appliance for preparing fries, nuggets and other snacks, but as part of everyday cooking.
Sushmita Sen Joins Ranveer Brar
Sen's association with the brand adds a lifestyle dimension to Philips' existing culinary positioning.
Chef Ranveer Brar, who has been associated with Philips Kitchen Appliances, will continue to work with the brand on recipes and cooking demonstrations. While Brar's role centres on demonstrating the cooking possibilities of an airfryer, Sen is expected to bring a broader lifestyle appeal to the campaign.
The combination reflects the brand's attempt to reach consumers beyond those who already see an airfryer primarily as a cooking gadget.
Speaking at the campaign launch, Sushmita Sen said she has generally preferred choices that make everyday life simpler. She also said that she already owns and regularly uses a Philips Airfryer at home, making the association with the brand a natural fit for her.
Philips Looks to Expand Airfryer Adoption
Gulbahar Taurani, Managing Director and CEO of Versuni India, highlighted the company's decade-long presence in the category and its effort to build consumer familiarity with airfrying.
According to Taurani, Philips' position as a leading airfryer brand in India has been built over more than ten years of investment and consumer engagement. The company's next ambition is considerably larger: getting an airfryer into more Indian homes and making it part of routine cooking.
That ambition also reflects the changing way consumers view kitchen appliances. Rather than selling the airfryer purely as an alternative to deep frying, Philips is increasingly presenting it as a versatile appliance for everyday meals.
Pooja Baid, Chief Marketing Officer at Versuni India, also attended the campaign unveiling alongside Sen and Taurani.
The Starfish Design Remains a Key Selling Point
A central element of Philips' product communication continues to be its patented starfish-shaped cooking chamber design.
The company says the design helps hot air circulate more evenly around food, contributing to more consistent cooking. Philips has used the feature as a key differentiator in its airfryer communication, and it remains part of the latest campaign's product proposition.
The emphasis comes as airfryers compete for space in increasingly crowded Indian kitchens. For brands in the category, the challenge is no longer simply introducing consumers to the technology, but convincing them to use the appliance regularly rather than allowing it to become another rarely used kitchen purchase.
From New Appliance to Everyday Kitchen Habit
The “Airfryer Matlab Philips” campaign was conceptualised by WillBe Done, Philips' creative and strategic partner for the initiative.
The campaign is built around a familiar consumer behaviour: people often spend considerable time evaluating kitchen appliances before making a purchase. Philips wants to make the airfryer decision simpler by associating the category itself with the Philips name.
That is a bigger proposition than simply promoting a new model or product feature. After ten years in the Indian market, Philips is seeking to strengthen its claim over the airfryer category and make the appliance a more routine part of Indian cooking.
Whether the new campaign translates that brand recognition into wider adoption and sales will depend on how successfully Philips can move consumers from occasional airfryer use to everyday cooking. For a company marking a decade in the category, however, “Airfryer Matlab Philips” is clearly designed to reinforce one central message: Philips wants its name to remain closely associated with airfrying in India.
Philips has launched a new campaign, “Airfryer Matlab Philips,” featuring actor and entrepreneur Sushmita Sen as the new face of its airfryer business in India. The campaign comes as the brand marks ten years since introducing its airfryer to Indian consumers.
The campaign was unveiled in New Delhi by Versuni India, the company that operates the Philips domestic appliances business in the country. The launch is being positioned as a milestone for a product category that Philips says it helped establish and build in India.
Over the past decade, airfryers have moved from being relatively niche kitchen appliances to becoming a more familiar presence in Indian households. Philips now wants to take that adoption further by positioning the airfryer not simply as an appliance for preparing fries, nuggets and other snacks, but as part of everyday cooking.
Sushmita Sen Joins Ranveer Brar
Sen's association with the brand adds a lifestyle dimension to Philips' existing culinary positioning.
Chef Ranveer Brar, who has been associated with Philips Kitchen Appliances, will continue to work with the brand on recipes and cooking demonstrations. While Brar's role centres on demonstrating the cooking possibilities of an airfryer, Sen is expected to bring a broader lifestyle appeal to the campaign.
The combination reflects the brand's attempt to reach consumers beyond those who already see an airfryer primarily as a cooking gadget.
Speaking at the campaign launch, Sushmita Sen said she has generally preferred choices that make everyday life simpler. She also said that she already owns and regularly uses a Philips Airfryer at home, making the association with the brand a natural fit for her.
Philips Looks to Expand Airfryer Adoption
Gulbahar Taurani, Managing Director and CEO of Versuni India, highlighted the company's decade-long presence in the category and its effort to build consumer familiarity with airfrying.
According to Taurani, Philips' position as a leading airfryer brand in India has been built over more than ten years of investment and consumer engagement. The company's next ambition is considerably larger: getting an airfryer into more Indian homes and making it part of routine cooking.
That ambition also reflects the changing way consumers view kitchen appliances. Rather than selling the airfryer purely as an alternative to deep frying, Philips is increasingly presenting it as a versatile appliance for everyday meals.
Pooja Baid, Chief Marketing Officer at Versuni India, also attended the campaign unveiling alongside Sen and Taurani.
The Starfish Design Remains a Key Selling Point
A central element of Philips' product communication continues to be its patented starfish-shaped cooking chamber design.
The company says the design helps hot air circulate more evenly around food, contributing to more consistent cooking. Philips has used the feature as a key differentiator in its airfryer communication, and it remains part of the latest campaign's product proposition.
The emphasis comes as airfryers compete for space in increasingly crowded Indian kitchens. For brands in the category, the challenge is no longer simply introducing consumers to the technology, but convincing them to use the appliance regularly rather than allowing it to become another rarely used kitchen purchase.
From New Appliance to Everyday Kitchen Habit
The “Airfryer Matlab Philips” campaign was conceptualised by WillBe Done, Philips' creative and strategic partner for the initiative.
The campaign is built around a familiar consumer behaviour: people often spend considerable time evaluating kitchen appliances before making a purchase. Philips wants to make the airfryer decision simpler by associating the category itself with the Philips name.
That is a bigger proposition than simply promoting a new model or product feature. After ten years in the Indian market, Philips is seeking to strengthen its claim over the airfryer category and make the appliance a more routine part of Indian cooking.
Whether the new campaign translates that brand recognition into wider adoption and sales will depend on how successfully Philips can move consumers from occasional airfryer use to everyday cooking. For a company marking a decade in the category, however, “Airfryer Matlab Philips” is clearly designed to reinforce one central message: Philips wants its name to remain closely associated with airfrying in India.
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