Bengaluru: Beyond Appliances has launched a new ad campaign titled “Engineered to Delight”, aiming to redefine how kitchen chimneys are perceived in India. The campaign introduces the brand’s Plug ‘N’ Play Chimney, positioned as India’s first-of-its-kind solution designed to eliminate installation complexity and structural disruption in modern kitchens.
Traditionally, chimney adoption in India has been hindered by invasive installation requirements, including ducting, core cutting and irreversible structural changes. For homeowners investing in modular kitchens, premium interiors or open-layout designs, such processes often result in delays, aesthetic compromises or avoidance of the category altogether.
Beyond Appliances is addressing this structural bottleneck by positioning its Plug ‘N’ Play Chimney as a ready-to-use, ductless alternative. Engineered to function straight out of the box, the product eliminates the need for ducting and invasive installation while delivering high suction power, low-noise performance and a contemporary design suited to evolving Indian kitchens. The brand aims to reposition the chimney from a renovation-driven purchase to a lifestyle upgrade.
The positioning comes alive in the campaign’s ad film, set at a vibrant house party in a contemporary open kitchen. A guest notices a sleek chimney with no visible duct and begins searching cabinets to figure out where the ducting could be. The host then reveals the twist — it’s a next-generation chimney that requires no duct at all. Through relatable storytelling and light humour, the film highlights the innovation without heavy technical messaging.
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 “Engineered to Delight,” Beyond Appliances seeks to position itself at the forefront of smart kitchen innovation, where appliances are no longer permanent structural commitments but intuitive, ready-to-use solutions aligned with modern lifestyles and changing consumer expectations.
