Mumbai, India – Instead of merely showcasing what a kitchen does in our daily lives, German kitchen hardware brand Ozone in India has launched a new pragmatic-themed campaign that is geared towards showing a much more fun and wittier side of kitchen use.

Conceptualised alongside creative agency dentsu Impact, the series of five quirky and honest films are individual stories of people in the kitchen in a microformat. They remind us of how our kitchens are a different ball game altogether from the dreamy advertisements we are fed.

The campaign, called ‘Hum Sab Sambhal Lenge’, also showcase kitchens witnessing pots and pans flying in moments of passion and where the in-house brat pulls out the drawer to play the harmonium.

“It is pertinent to note here that the kitchen hardware market in India is fragmented with many local players but with only a handful enjoying the recall of the big players. However, the European origin brands tend to focus more on aesthetics than on addressing what real kitchen conditions need. Here, Ozone saw a great opportunity to position its durable and world-class products that offer unmatched value. Value to a segment that is continuously growing and on the lookout for the kind of quality and assurance that otherwise is typically associated with foreign brands,” the agency explained regarding the campaign’s theme in a statement.

Abhishek Aggarwal, president at Ozone Overseas said, “Our products are designed for long-lasting use. They are durable, elegant and are tested stringently to work in demanding kitchens. Much like the conditions the films capture. We usher in world-class quality and support a market that today is ready and is discerning. We want them to know that we understand them like no other.”

Meanwhile, Mayank Khattar, executive creative director at dentsu Impact, commented, “Unlike German kitchens, a plank most of the leading players use, the Indian kitchen with large extended families is accessed by everyone – kids, grandparents, maids and cooks. From Chintu the brat to Pinki the angry teen. Also, everyone has their own style of operating the kitchen, which entails quite a bit of careless and rough usage.”

He added, “In many families, kitchens never stop functioning. Imagine then the load on it; and to depict that, we carefully picked up a family setting with each of its members accessing the kitchen in their signature way and for their own needs. The films are all about these people subjecting the kitchen to any treatment they deem fit.”