Usha International, a consumer durables company in India, launched a TVC for its iChef Air Fryers as part of a 360° media campaign. Themed ‘Crafted for your Lifestyle,’ the campaign focuses on how the Usha iChef Air Fryers meet the needs of modern routines, addressing the challenge of preparing healthy meals.
The 30-second TV commercial, shot by Illusionist Films, features the iChef Air Fryer’s borosilicate glass bowl and illuminated chamber as it cooks samosas without oil, grilled greens, and lasagne.
The campaign begins on June 1, 2024, with a TV media plan featuring spots during morning and evening across English news channels and South news channels. It will be aired in English, Tamil, Telugu, Kannada, and Malayalam to reach audiences. Following the TV campaign, a print campaign will run in newspapers in select cities, complemented by a digital campaign across social media and digital platforms for coverage and engagement.
The Usha iChef Air Fryer uses technology and precision engineering to create dishes suited for modern life. The campaign aims to inform customers about the benefits of the iChef Air Fryer, focusing on its design, borosilicate food-grade glass bowl, illuminated chamber, digital touch panel, and ability to cook oil-free recipes.
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