Godrej Yummiez and Stovekraft’s Pigeon Air Fryers have rolled out a digital awareness campaign aimed at reshaping long-standing perceptions surrounding frozen foods and air fryers in Indian households.
The initiative targets commonly held beliefs that frozen foods are only emergency substitutes and that air fryers are restricted to preparing occasional snacks. Through the campaign, both brands seek to demonstrate how evolving lifestyles, tighter schedules and shifting food preferences are redefining everyday cooking practices.
Reframing everyday cooking habits
According to the companies, many cooking decisions in Indian homes continue to be influenced by assumptions formed years ago. The campaign highlights how technological advances and changing consumer expectations are now altering this narrative.
It draws attention to Individual Quick Freezing (IQF) technology, which helps preserve flavour and nutritional value while extending shelf life. The campaign also references findings from Godrej Yummiez’s STTEM 2.0 Snacking Report, which shows that more than half of Indian consumers now consider frozen snacks safe for regular consumption.
Air fryers positioned as practical kitchen tools
Beyond frozen foods, the campaign also focuses on repositioning air fryers as functional, everyday appliances rather than niche gadgets.
The brands underline that air fryers can significantly reduce oil usage, retain nutrients better than deep-frying and simplify daily meal preparation — particularly for households coping with long workdays and late dinners.
Mothers receive curated product kits
As part of the outreach, curated kits containing a Pigeon air fryer and Godrej Yummiez frozen snacks were distributed to mothers across the country.
These products were incorporated into routine household usage, including lunchboxes, after-school snacks and late-night meals, to reflect practical, day-to-day cooking scenarios rather than special occasions.
Brand leaders share campaign vision
“At Godrej Foods, we focus on making everyday cooking easier and more reliable for modern homes. Convenience, nutrition, and taste should go hand in hand, and that is what guides our approach to innovation,” said Anushree Dewen, head of marketing and innovation at Godrej Foods.
“Collaborations like the one with Pigeon showcase how frozen foods and air fryers can work together seamlessly, helping families manage busy routines while ensuring meals remain satisfying and wholesome,” she added.
Echoing similar views, Amitabh Bhatia, head of marketing at Stovekraft, said air fryers are increasingly becoming integral to Indian kitchens.
“Air fryers are moving beyond being seen as occasional gadgets to becoming meaningful cooking tools in Indian homes. As a brand deeply rooted in Indian kitchens, we see this as an opportunity to lead the shift towards smarter, more balanced cooking choices,” Bhatia said.
“Our focus with air fryers is to make healthier cooking feel intuitive, familiar and achievable for everyday Indian homes,” he added.
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