Philips ‘Airfryer Matlab Philips’ — Sushmita Sen Makes the Category Choice Instinctive
~ Versuni India puts Sushmita Sen alongside Chef Ranveer Brar as Philips doubles down on airfryer category ownership ahead of festive — TV, digital, social, retail ~
New Delhi, September 2026: Philips, under Versuni India, has rolled out Airfryer Matlab Philips’ — a new brand campaign that turns a decade of category-building into a simple consumer shorthand. Actor and entrepreneur Sushmita Sen joins as brand ambassador, while Chef Ranveer Brar continues with Philips Kitchen Appliances. The brand positions itself as the inventor and category creator of the airfryer in India, the country’s No. 1 airfryer brand, and the only player with the patented starfish design for even hot-air cooking.
The film leans on a familiar everyday truth: most choices invite deliberation and second-guessing. Choosing an airfryer, the creative argues, should not. When the question is which airfryer to buy, the answer is meant to be instinctive — Philips. Creative and strategy come from WillBe Done. The campaign is live across television, digital, social and retail, timed for the festive run-up, as Versuni pushes the ambition of an airfryer in every Indian home.
Gulbahar Taurani, MD & CEO, Versuni India, said: We didn’t just create the airfryer category in India, we have spent more than a decade building it, shaping it and earning the trust of millions of Indian consumers. That trust is what has made Philips the No. 1 airfryer brand in the country, and ‘Airfryer Matlab Philips is a celebration of the love consumers have given us. When an entire category becomes synonymous with your brand, that is a powerful relationship, and this campaign puts that relationship front and centre. We are proud of the leadership we have built, but we are not stopping there. Our ambition is to take airfrying to every Indian home, transform the way India cooks and make Philips synonymous not just with the airfryer category, but with the future of everyday cooking.
Sushmita Sen said: “I have always believed that the best choices are the ones that make life simpler, and that is what I loved about the thought behind ‘Airfryer Matlab Philips’. I have a Philips Airfryer at home and have been using it for some time, so the brand is already a part of my everyday life. That makes this association particularly special for me. Im excited to now take this personal connection forward through my association with Philips and be part of its journey to make airfrying a part of everyday cooking for even more Indian families, while bringing the simple and relatable thought behind ‘Airfryer Matlab Philips’ to life for consumers.”
Marketing take: Category creators eventually have to defend the noun. Philips is not selling features here it is locking the instinct that airfryer = Philips, with Sen as cultural shorthand and Brar as kitchen proof, just as festive buying windows open.
