TTK Prestige makes cooking cool with #LetsGetCooking

Encouraging everyone to embrace the process and creativity in the kitchen, TTK Prestige’s #Let’sGetCooking campaign celebrates the beauty of imperfections of cooking. It primarily emphasises innovation and aims to connect with a younger generation of consumers by evolving its dynamic cookware range to promote inclusivity and modernity. This aligns with Prestige’s values of creativity and exploration in the kitchen, encouraging cooking across various peer groups.

The kitchen appliances and home solutions brand recognises that cooking often begins as a trial-and-error process where mistakes are embraced, and the journey is as important as the final dish. It wants to position itself not as a tool for perfection, but as a supportive companion in the joyful and messy process of learning and experimenting in the kitchen.

The campaign features authentic cooking moments that reflect the reality of the kitchen, where things don’t always go as planned. The film underscores that, regardless of how chaotic the cooking process may be, the food created is always delicious because it comes from the heart. By blending upbeat music, relatable scenarios, and genuine visuals, the film conveys that cooking is accessible, enjoyable, and rewarding—even when things don’t turn out perfectly.

Ankur Agarwal, general manager and head of marketing at TTK Prestige said, “Our campaign invites consumers to enjoy every kitchen moment with Prestige, celebrating the unique flair that each individual brings to cooking. It reinforces that TTK Prestige products are not just dependable, but also perfectly aligned with today's expressive cooking culture, helping everyone refine their life skills along the way"

Vishnu Srivatsav, national creative director of 22 Feet Tribal noted that TTK Prestige has a legacy of over 75 years. At some level, the agency wanted to talk to the next generation, not just about product superiority, but the very act of cooking itself in today’s society.

“We realized one of the things that put people off from cooking is the early failures so we wanted to something that celebrated their endeavour and encouraged them to keep going despite the early setbacks,” he stated. 

#Let’sGetCooking will be promoted across multiple digital platforms, including Instagram and Facebook for user-generated content and recipe reels, YouTube for the full-length campaign film, and YouTube Shorts and Instagram Reels for short, spontaneous cooking videos. The campaign also includes collaborations with popular food and lifestyle influencers to further engage the audience.

Campaign’s take: Many a youngster considers the kitchen as nothing less than a warzone; one that thrills, but also spills and chills. TTK Prestige’s #LetsGetCooking campaign is set to resonate with this generation as it breaks down the barriers to cooking and making the kitchen a less intimidating place.

By celebrating the beauty of imperfections, this campaign taps into the creativity and spontaneity that many associate with cooking as an experimental process and making it less of a chore. The brand isn’t positioning itself as the key to culinary perfection but rather as a companion in the messy, trial-and-error journey that often defines home cooking.  

With its focus on relatability, the campaign uses authentic cooking moments like consumers armed to the teeth to confront a sizzling pot of oil to fry their snacks, or holding a pan’s lid as their armour to avoid getting hit by a blast of steam. Accompanied with upbeat music, and relatable visuals, it highlights the small victories in the kitchen, even when things don’t go as planned. This should encourage Gen Z and millennials to ditch the takeout menus and embrace their inner chefs.