Mumbai: In the last few years, consumers have turned to healthy choices. While there’s a shift towards the adoption of healthier eating habits, the taste still remains integral to their palate. Keeping this in mind, consumer products and domestic appliances manufacturer Philips has launched a consumer-focused campaign #Perfect360Review for its range of airfryers featuring chef Ranveer Brar.
The TV commercial shows the celebrity chef visiting a young couple, who try to impress him by cooking perfect samosas for him, but without deep frying in oil in the traditional way. The narrative tension is built to a point where viewers wonder whether the airfryer will be able to save the day or not.
The campaign thought is built on delivering tasty fried food with lesser oil and getting a perfect review, where the term 360 also refers to the ability of the airfryer to give an all-around, even frying. The ad aims to show how the Philips Airfryer gives delicious, crispy airfryed food, using negligible quantities of oil.
“It’s always a joy to create work for a product that has something unique about it. This brief was so much fun yet challenging. The task was simple: that we need to showcase how Philips Airfryer is different and better than the competition," said Ogilvy India (North) CCO Ritu Sharda. "This gave us the idea of basing the campaign on the product’s USP of 360-degree even frying, something which is unique only to Philips Airfryers. We took this product-centric brief and gave it a relatable human story. Something that anyone who loves cooking or simply cooks for their loved ones will identify with."
The campaign breaks with a long-format digital film and extends to TV, outdoor, print as well as social media engagement on YouTube, Facebook and Instagram.
“We were the first ones to introduce airfryers to the Indian market and have built the category from scratch. Being the category pioneers, it was not only important to drive category education, but imperative to help consumers in making an informed choice," said Philips domestic appliances managing director Gulbahar Taurani. "While the consumers are increasingly becoming health conscious, properly cooked tasty food is non-negotiable. Through the #Perfect360Review campaign, we wanted to showcase how healthy and tasty food should be an easy choice along with highlighting the supremacy of Philips Airfryer range, equipped with cutting-edge technology.”
