Here's how Aishwarya, Abhishek revive Prestige's brand proposition

TTK Prestige Limited, India's kitchen appliances company, has released a six-film campaign for its range of cookware and has roped in Bollywood celebrity couple, Abhishek and Aishwarya Rai Bachchan as brand ambassadors.

[caption id="attachment_1160241" align="alignleft" width="381"] The first film in the campaign shows the couple introducing the entire TTK Prestige range of cookware.[/caption]

The TVCs, conceptualised by DDB Mudra and produced by Chrome Pictures, refresh the brand proposition, "Jo Biwi Se Kare Pyar Woh Prestige Se Kaise Kare Inkaar" (One who loves his wife cannot refuse Prestige). The campaign revives the iconic line and brings it back in a new context.

The first film in the campaign shows the couple introducing the entire TTK Prestige range of cookware while the other five focus on specific product lines: pressure cookers, mixer grinders, induction cook-tops, non-stick cookware and Schott gas tables.

Speaking about the campaign, Sonal Dabral, Chairman & CCO, DDB Mudra Group, said, "I'm really excited by the leap we have taken for TTK Prestige with this new campaign. 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 newcampaign 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.We are also fortunate to haveAishwarya Rai Bachchan andAbhishek Bachchan as the brand endorsers. 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."

More from Brands

Sujay Ghosh, Senior VP, DDB Mudra, South, said, "There was a need for Prestige to leapfrog into the next orbit, almost immediately. So the two pronged strategy of using a celebrity couple who cuts across North & South and refreshing the evergreen line "Jo Biwi se karey pyaar, woh Prestige sey kaisey kare inkaar" were implemented. We are fortunate to have Abhishek and Aishwarya as brand ambassadors, because they really partner the brand in true sense, which we discovered later.Many interactionshappened with them to hone and polish the communication to be as real and relevant as possible.It was a great experience working with the first couple of Bollywood".

Vipul Thakkar, ECD, DDB Mudra, South, added, "I think it's a coup of sorts to have these two personalities endorsing Prestige, bringing back the iconic line and talking about the wonderful innovations, and product offerings of Prestige. The chemistry that this couple shares and the pleasure they derive in each other's company is absolutely real. Also, unlike any other advertising where celebrities play characters these two are playing themselves; a couple who love being together, who share their chores, who have their occasional tiffs, and often surprises each other. I'm really looking forward to the consumer reaction, and I am sure they are going to enjoy the chemistry, fun and playfulness, which these two share, with Prestige being the bonding factor. So here is looking forward to a successful campaign, after all 'Jo Biwi Se Kare Pyar Woh Prestige Se Kaise Kare Inkaar'."

T.T.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 & Abhishek Bachchan as brand ambassadors re-emphasizes our leadership in the industry. I would like to extend my warm welcome to both into the family of TTK Prestige."

Speaking on the couple's association, Aishwarya Rai Bachchan said, "Endorsing India's No.1 kitchen appliances brand is a great opportunity and I am privileged to be associated with Prestige. The brand name Prestige immediately brings to mind the tagline... 'Jo biwi se kare pyaar, woh Prestige se kaise kare inkaar'. I distinctly recall this memorable line; it is a phrase that transcends time. I am glad that Prestige believes in it and has held on to it. It is traditional yet so relevant to our present day lives. The essence of the campaign truly reflects Abhishek and me, as we are contemporary in our outlook yetrooted in tradition."

Abhishek Bachchan added, "The fact that TTK Prestige has been around for more than 60 years is a clear indication of the relevance and reliability of the brand. It is therefore an honour to work on the campaign for a brand that inspires such loyalty.Frankly, cooking is no longer a boring chore and I would recommend it as a perfect way to bond.The campaign provides a discreet view of our lives. You will see us in a new light.Both Aishwarya and I identify with the campaign in many ways.It is honest in bringing out that cooking in the kitchen can be fun and an enjoyable experience when enabled with a fantastic range of products from Prestige."

Take a look at the commercials here:

Induction Cooktop TVC

Mixer Grinder TVC

Non-Stick Cookware TVC

Pressure Cooker TVC

Schott Glass TVC

You can watch the old TVC for which the original tagline was created, here.

Credits:

Chairman & 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.D.S

Director Brand Communications: Mahesh M Menon

Manager Brand Communications: Shashidhar Narasimhamurthy

Executive Brand Communications: Krishna Chaithanya, Govind Raju

Production house: Chrome Pictures

Director: Amit Sharma