Godrej Yummiez and Stovekraft, through its Pigeon Air Fryers, have come together to launch a nationwide digital awareness campaign aimed at challenging long-standing kitchen myths in Indian households. The campaign addresses common perceptions that frozen food is the ‘opposite of fresh’ or suitable only for emergencies, and that air fryers are limited-use appliances.
The campaign highlights how modern freezing methods, including IQF technology, help preserve nutrients, retain flavour and reduce food waste. Over 47% of European households now choose frozen foods to reduce household waste, signalling a broader global shift in attitudes. In India, the STTEM 2.0 Snacking report by Godrej Yummiez shows that over half of consumers consider frozen snacks safe.
The communication also addresses doubts around air fryers by positioning them as tools that reduce oil usage, lower fat intake and retain nutrients better than deep frying. Air fryers are presented as complementary to frozen foods, enabling quick, warm meals with minimal preparation and cleanup.
Changing lifestyles form the context of the campaign. Longer work hours and late evenings have reduced the time available for cooking. Swiggy’s latest food report indicates that late-night eating has grown almost three times faster than regular dinner hours, reflecting increased reliance on convenient meal solutions.
The campaign involved distributing curated kits to mothers across India, containing a Pigeon Air Fryer and a selection of Godrej Yummiez frozen snacks. These kits were integrated into everyday routines such as school lunch preparation, after-school snacks and late-night meals.
Anushree Dewen, head of marketing and innovation, Godrej Foods, said the collaboration reflects a focus on convenience, nutrition and taste. Amitabh Bhatia, head of marketing, Stovekraft Ltd, added that air fryers are increasingly becoming everyday cooking tools rather than occasional gadgets.
The campaign also includes practical usage guidance, encouraging correct storage, portion planning and cooking techniques to maintain taste and texture. These cues reinforce the message that frozen foods and air fryers require informed usage rather than avoidance. The campaign aims to demonstrate how category education is increasingly becoming a shared responsibility between complementary brands, especially as consumption habits evolve.
