PHILIPS PUTS AIRFRYERS CENTRE STAGE WITH SUSHMITA SEN

Philips has launched its ‘Airfryer Matlab Philips’ campaign featuring Sushmita Sen and chef Ranveer Brar. Conceptualised by WillBe Done, the initiative positions Philips as the instinctive choice in India’s airfryer category. Running across multiple platforms, it aims to expand household adoption ahead of the festive season with style and culinary expertise.

Philips has unveiled its latest campaign, ‘Airfryer Matlab Philips’, positioning itself as the instinctive choice in India’s fast-growing airfryer category. The initiative features actor and entrepreneur Sushmita Sen as brand ambassador, alongside celebrated chef Ranveer Brar, who continues his association with Philips Kitchen Appliances.  

The campaign film is built around everyday decision-making, capturing the moment when consumers deliberate over purchases. By placing the airfryer at the centre of this scenario, Philips underscores its ambition to make airfrying a household staple. The message is clear: when it comes to choosing an airfryer, Philips should be the natural, trusted option.  

Sushmita Sen’s presence adds star power and aspirational appeal, reflecting the brand’s focus on lifestyle transformation. Her association signals Philips’ intent to broaden its reach among modern households that value both convenience and healthier cooking. Ranveer Brar, meanwhile, brings culinary expertise to the partnership, engaging consumers with recipes, techniques and creative possibilities that highlight the versatility of Philips airfryers. Together, the duo embodies the campaign’s blend of style and substance.  

Conceptualised by WillBe Done, Philips’ creative and strategic partner, the campaign is designed to resonate across multiple touchpoints. It will run on television, digital platforms, social media and retail channels, ensuring visibility in both urban and semi-urban markets. With additional activity planned ahead of the festive season, Philips is clearly aiming to capture consumer attention at a time when household purchases peak.  

The airfryer category has become a significant growth driver in India, with rising awareness around healthier cooking methods. By reinforcing its leadership through this campaign, Philips is not only strengthening brand recall but also shaping consumer behaviour. The narrative of instinctive choice taps into cultural nuances of decision-making, where trust and familiarity often guide purchases.  

Philips’ strategy reflects a broader ambition to embed its appliances into everyday life, moving beyond functionality to become part of lifestyle expression. The campaign’s timing, ahead of the festive season, positions the airfryer as both a practical investment and a desirable gift. With Sushmita Sen and Ranveer Brar fronting the initiative, Philips is betting on a combination of glamour, credibility and culinary inspiration to drive adoption.  

As the airfryer market continues to expand, ‘Airfryer Matlab Philips’ seeks to cement the brand’s dominance by making its name synonymous with the category. The campaign blends consumer insight, celebrity influence and festive timing into a cohesive push that reinforces Philips’ role in shaping modern Indian kitchens.