Kitchen appliances maker TTK Prestige has roped in Bollywood celebrity couple Aishwarya Rai and Abhishek Bachchan as brand ambassadors, to refresh its brand proposition ‘Jo biwi se kare pyaar, woh Prestige se kaise kare inkaar...” (One who loves his wife cannot refuse Prestige). The Bachchans appear in a six-film campaign created by DDB Mudra. The films went on air on 4 October and will run for four months.
Chandru Kalro, COO, TTK Prestige, said, “The objective of the campaign is to resonate with the lifestyle of our new age consumers by representing the iconic lines “Jo biwi se………” in a refreshing manner. The campaign celebrates the togetherness and bonding in the kitchen and hence stands for ‘simmering love, togetherness…and food’ that Aishwarya and Abhishek Bachchan have represented in its true spirit.”
Watch the old TVC that introduced the iconic tagline here:
One of the films in the current campaign introducing the couple showcases the entire TTK Prestige range, while each of the other five highlight specific product lines: pressure cookers, non-stick cookware, Prestige Schott gas tables, induction cook-tops and mixer grinders.
The brand film opens with Abhishek lying down, reading something. Wife Aishwarya plonks herself next to him. Sensing that she is tired, Abhishek offers to take her out for dinner, and asks her to get dressed, quickly. When she comes out, she is surprised to see the beautifully lit up kitchen and food laid out on the dining table, amidst candles. Answering her query, Abhishek says he did it with a lot of love, and with the help of Prestige. The camera pans across the Prestige product range in the kitchen. The film ends with Abhishek saying, “Jo biwi se kare pyaar...” and Aishwarya completing the brand line, “Woh Prestige se kaise kare inkaar?”
The film for induction cooktops features Abhishek narrating a clichéd (separated brothers) Hindi film script he’s been writing, because of which Aishwarya moves her attention to the food she is cooking. Abhishek joins her and is impressed with the remote-controlled induction cook top.
The film for 'gas stove' has Abhishek admiring the beauty of the stove, miffing Aishwarya in the bargain.
The commercial promoting Prestige pressure cookers shows Aishwarya angry with her husband for his coming home late. She insists that her Prestige pressure cooker is more dependable than him, much to his annoyance.
The film for non-stick cookware has Abhishek playing the chef, an offer the lady agrees to with great trepidation. However, with the help of the non-stick cookware, he manages to impress Aishwarya with 'no oil' dishes.
The spot for mixer grinders features Abhishek narrating the script of separated brothers again. Aishwarya suggests sarcastically that the criminal younger brother who’s arrested by the elder cop use the mixer grinder instead of the 'chakki' in jail. She can’t believe it when Abhishek likes the idea.
Sonal Dabral, Chairman and CCO, DDB Mudra Group, said, "I am really excited by the leap we have taken for TTK Prestige with this new campaign. For a whole generation of Indians the name Prestige immediately brings memories of the iconic tagline ‘Jo Biwi se karen pyaar, woh Prestige se kaise karen inkaar’. This new campaign revives the line, first introduced 13 years back, and brings it back in a totally new context. While the line's genesis originally rested in the safety aspect of Prestige Pressure cookers and congratulated the husband who decided to get the safe pressure cooker for the wife, in this new campaign the line takes on a brand new meaning of togetherness and bonding between the young couples of today and salutes the equal partnership they share in running their homes and importantly their kitchens.”
On the brand ambassadors, he said, “We are also fortunate to have Aishwarya Rai Bachchan and Abhishek Bachchan as the brand endorsers. The magic and the sparkle they have created together would have been impossible for any other brand ambassador to create. I'm certain we will see charming little stories of this couple and Prestige make way into people's hearts for many years to come."
TT Jagannathan, executive chairman, TTK Prestige, said, “Prestige has always led the path on innovation and set benchmarks in the kitchen appliances industry. The decision to bring back the universal, timeless campaign ‘Jo biwi se kare pyaar, woh Prestige se kaise kare inkaar’ is significant. And having Aishwarya and Abhishek Bachchan as brand ambassadors re-emphasises our leadership in the industry. I would like to extend my warm welcome to both into the family of TTK Prestige.”
Srinivasan Ravichandran, managing director, TTK Prestige, added, “It is the first time that a kitchen appliances brand has chosen a high profile Bollywood couple as brand ambassadors. The strategy is to differentiate the brand in the market with the right dose of imagery and glam quotient. We are happy to have Aishwarya and Abhishek endorse our brand and help us take the brand to newer heights.”
Client: TTK Prestige
Creative agency: DDB Mudra
Chairman and chief creative officer: Sonal Dabral
President: Ranji Cherian
Executive creative director: Vipul Thakkar
Sr. vice president: Sujay Ghosh
Vice president, Planning: Rajesh Sharma
Creative director: Saurabh Doke
Copy: Vipul Thakkar/Karthik Venkat/Vignesh Raja
Art: Saurabh Doke/Hithesh Harish
Films department: Vishal Sane
Associate vice president: Navin DS
Director brand communications: Mahesh M Menon
Manager brand communications: Shashidhar Narasimhamurthy
Executive brand communications: Krishna Chaithanya, Govind Raju
Production house: Chrome Pictures
Director (film): Amit Sharma