When Philips became a culinary hero, turning mundane into memorable

Philips, the leading brand in kitchen appliances, proudly presents its latest campaign, “Chatkare”, which encourages viewers to embrace cooking on every occasion and to celebrate life’s moments with sumptuous home cooked food. The new commercial brings to life instances of joy, love and friendship highlighting the role of Philips’ innovative range of kitchen appliances in day-to-day life.

Empowering consumers to turn around the ordinary days by creating memorable experiences, one of the key highlights of the film, is the music and the theme ‘chatkare’. The film captures cultural and social nuances from different zones, showcasing a young expecting couple enjoying home-cooked golgappe during a rainy day, while another couple secretly relishing the crisp, golden brown vada in their kitchen, freshly prepared in the Philips Airfryer. Followed by a Parsi uncle becoming the hero of the neighbourhood, treating kids to ice gola made using the Phillips Mixer Grinder. These scenes culminate in a montage of blissful moments where everyone savours the delicious food prepared with various Philips appliances, showcasing the brand's commitment to enhancing everyday cooking experiences.

Commenting on the new campaign, Pooja Baid, Marketing Head, Philips Domestic Appliances India Ltd, said, “Serving as a reminder that lip smacking home cooked food need not be savoured only on special occasions, rather it can be savoured every single day; the Chatkare campaign aims to celebrate cooking as a joyful everyday experience and food as a medium to bond with your loved ones. It also celebrates the “Me” time that the consumers get by cooking different culinary delights with Philips Kitchen appliances. Building on the ‘chatkare’ moments, we also aspire to evoke cherished memories associated with our brand and appliances, and reinforce its enduring legacy of unparalleled quality, trust and innovation.”

Ritu Sharda, CCO, Ogilvy India (North) added, “When conceptualizing this campaign for today’s generation, we wanted to demonstrate the joy of cooking that Philips brings to every Indian household. The jingle beautifully captures how we are always looking for a moment of chatkare and Swanand’s voice just adds magic to those moments. Each instance has been chosen to perfectly convey the message of “jab chahein khushiyan pakayein.”

The campaign breaks with a long-format digital film and extends to TV, cinema as well as social media platforms.