Philips has rolled out a campaign, 'Airfryer Matlab Philips', featuring actor and entrepreneur Sushmita Sen to showcase that the brand is the first name that comes to mind when people think about an airfryer.

Conceptualised by WillBe Done, the campaign comprises an ad film.

In the film, Sen plays a mother cooking in the kitchen when her daughter approaches her with a question. The daughter talks about wanting to lose weight through exercise, prompting Sen to be overwhelmed by a stream of thoughts and monologues from imagined versions, each offering different fitness techniques and advice she has heard or read about. Faced with the conflicting suggestions, Sen tells her daughter that she will have to think about it. The conversation then takes a turn when the daughter asks her mother which air fryer she should gift a friend. This time, there is no hesitation or overthinking. Sen confidently declares that when it comes to choosing an air fryer, Philips is top of mind. 

What we think about it: The film lands a simple, relatable insight around overthinking everyday choices, using Sen’s internal debate over fitness advice to set up the contrast with an instinctive Philips choice. However, the film could have made the connection between the two conversations more meaningful by positioning the airfryer as a healthier way to cook, tying the daughter’s fitness goal directly to the product rather than making the shift to Philips feel like a separate brand plug.

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 air frying 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.”

The campaign is rolled out across television, digital, social and retail touchpoints, supported by activity in the run-up to the festive season.