Philips Airfryer: Changing the way Indian women cooked their fried food

This case study describes how Philips, a technology company, teamed up with a celebrity chef on YouTube to launch its low-fat Airfryer and change cooking habits in India.

Philips Airfryer: Changing the way Indian women cooked their fried food

Campaign details

Agency: OgilvyOne WorldwideClient: Philips India LimitedCategory: Consumer Products

Executive summary

This case study describes how Philips, a technology company, teamed up with a celebrity chef on YouTube to launch its low-fat Airfryer and change cooking habits in India. Philips had been struggling to make its proposition of 'innovations that matter to you' a reality in India and had to overcome the perception of the Airfryer being too expensive, and that using less oil would make less tasty food. The objective was to...

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