Stovekraft has launched a new campaign for its Pigeon Electric Idiyappam Maker, introducing Insta-Mami, a character designed to embody the idea of ‘convenience with tradition’. The campaign marks a shift in how traditional Indian cooking and women are portrayed in kitchen appliance advertising.
The television commercial presents Insta-Mami as a superhero figure who replaces physical effort with smart design. The narrative positions the Pigeon Idiyappam Maker as an alternative to manual, hard-press devices, highlighting features such as trigger-press operation, battery use and C-type charging.
Idiyappam, a staple in South Indian households, has traditionally been associated with time-intensive preparation. With changing lifestyles and rising participation of working women, Stovekraft is addressing the gap between cultural food preferences and the need for efficiency.
Rather than relying on conventional product demonstrations, the campaign uses character-led storytelling to communicate benefit. Insta-Mami personifies strength, speed and control, turning convenience into a cultural cue rather than a technical claim.
Amitabh Bhatia, head–brand and marketing, Stovekraft, said, “The insight was simple yet powerful—people don’t want to give up traditional food, they just want smarter ways to make it fit their lives today.”
The campaign has been rolled out with a strong focus on Kerala and Tamil Nadu, regions where idiyappam has high cultural relevance. These markets also represent younger, urban households balancing tradition with time constraints.
Beyond product messaging, the campaign moves away from stereotypical portrayals of women in appliance advertising. Insta-Mami is positioned as confident, capable and efficient, aligning the brand with evolving representations of domestic roles.
Rajendra Gandhi, managing director, Stovekraft, said, “Innovation for us is not just about creating new appliances—it’s about simplifying everyday cooking while staying true to the traditions people care about.”
Designed as a potential long-term brand asset, Insta-Mami is intended to evolve across categories where cultural relevance and convenience intersect. Early response, according to the company, has shown strong engagement and recall in core markets. With this campaign, Stovekraft signals a broader shift in appliance communication, where cultural insight, character creation and narrative consistency are used to build distinction in a largely functional category.