Mumbai: Usha International, a consumer durables company, launched a new TVC for its iChef Air Fryers, marking the beginning of a comprehensive 360° media campaign for the hero product. Themed "Crafted for your Lifestyle," the campaign highlights how the Usha iChef Air Fryers address the needs of today's hectic routines, resonating with individuals striving to eat healthy, but finding it a challenge to prepare meals quickly, seamlessly bridging the gap between convenience and nutrition.
The 30-second TV commercial, shot by Illusionist Films, highlights the unique features of the iChef Air Fryer as the star of the show, replete with a borosilicate glass bowl and illuminated chamber as it churns out crispy samosas sans oil, vibrant grilled greens, and gooey lasagne, each promising a tantalizing journey of flavour. This tableau of delectable dishes highlights the versatility and innovation of modern cooking with the Usha iChef Air Fryer, inviting viewers to step into a world of culinary delight and wholesome goodness.
The campaign which kicks off on June 1, 2024, has a robust TV media plan including spots during the morning and evening prime time across all top English news channels as well as leading South news channels and is being aired in English, as well as vernacular languages – Tamil, Telugu, Kannada, and Malayalam – to maximize viewership and establish a strong connect with the target audience. This will be followed by a print campaign in leading newspapers in select cities and will be complemented with a digital campaign across leading social media and digital platforms, ensuring comprehensive coverage and engagement.
The user-friendly Usha iChef Air Fryer, with its advanced technology and precision engineering, allows for the creation of nutritious dishes that cater to the fast-paced needs of modern life. This campaign is intended to educate customers about the advantages of owning an iChef smart Air Fryer, highlighting its unique design, borosilicate food-grade glass bowl, illuminated chamber, digital touch panel, and variety of oil-free recipes it can cook.
