- The campaign uses relatable, slice-of-life storytelling to highlight how Beyond’s chimney eliminates installation friction in modern Indian kitchens.
Bengaluru, 19th February 2026: Beyond Appliances, a fast-growing smart kitchen technology brand, announces the launch of its new ad campaign titled “Engineered to Delight,” aimed at transforming how kitchen chimneys are perceived in India. While traditional chimney advertising often emphasizes heavy installation and permanent setups, Beyond Appliances’ new campaign takes a smarter, more consumer-friendly approach, highlighting ease, flexibility and innovation. At the heart of the campaign is the brand’s Plug ‘N’ Play Chimney, India’s first-of-its-kind solution designed to eliminate the complexity, disruption and permanence typically associated with chimney installation, offering a seamless, modern alternative for today’s evolving kitchens.
For years, chimney adoption in India has been limited not by demand but by installation complexity. Traditional models require ducting, core cutting, irreversible structural changes and professional intervention, which often takes several days. For homeowners investing in modular kitchens, premium interiors, or open-layout designs, these invasive processes have been a major deterrent, leading to delayed upgrades, compromised aesthetics or even complete avoidance of the category.
Beyond Appliances is positioning its Plug ‘N’ Play Chimney as a direct response to this structural bottleneck. Engineered to work straight out of the box, it eliminates the need for ducting and invasive installation while delivering high suction power, low-noise operation and a contemporary form factor tailored for modern Indian kitchens. By removing what it identifies as the single largest barrier to adoption, the brand aims to transform the chimney from a renovation decision into a lifestyle upgrade
This positioning comes alive in the brand’s new ad film, set at a lively house party in a contemporary open kitchen. One of the guests notices something unusual: a sleek chimney with no visible duct. Curious, she begins looking around the kitchen, opening cabinets and trying to figure out where the chimney duct could possibly be. Sensing her confusion, the host steps in and reveals the surprise: it’s a next-generation chimney that doesn’t require a duct.
Without relying on heavy technical explanations, the film cleverly leverages social curiosity and everyday humour to spotlight India’s first Plug ’N’ Play Chimney, transforming a simple moment of intrigue into a compelling demonstration of innovation.
Campaign Links:
- YouTube: https://youtu.be/4o8WgT2jHIg?si=TsjhXtJus0MNcy4C
- Instagram: https://www.instagram.com/reel/DU7H6bGklJ9/?igsh=aGk1OTJ2YmgyN3Qy
Commenting on the launch, Eshwar K Vikas, Founder & CEO, Beyond Appliances, said: “For years, Indian consumers have been told that inconvenience is the inevitable cost of owning and upgrading their kitchens. At Beyond Appliances, we saw this as a challenge to the way people experience their homes. Our mission is simple but bold: to remove every barrier that makes kitchens cumbersome and stressful. This campaign is all about proving that technology should serve people, not force them to adapt. We are setting a new standard where convenience, design, and performance coexist seamlessly, and where every kitchen can be effortless, intuitive, and truly enjoyable.”
With this initiative, the brand positions itself at the forefront of a new era of smart technology kitchens, where appliances are no longer structural commitments but intuitive, ready-to-use solutions designed for modern lifestyles and seamlessly aligned with customers’ evolving needs.
