Bengaluru: Smart kitchen technology brand Beyond Appliances has launched a new advertising campaign featuring actor Dia Mirza to introduce its Plug ‘N’ Play Designer Chimneys, aimed at bringing colour, design innovation and convenience to modern kitchens.
Built around the message “Jeena Hai Toh Colourfully Jiyo,” the campaign challenges traditional perceptions of kitchen chimneys and positions them as design-led appliances that complement contemporary home interiors.
The campaign highlights the changing role of kitchens in Indian homes, where consumers are increasingly seeking products that combine functionality with aesthetics, personalization and lifestyle appeal. Beyond Appliances said that while several kitchen elements have evolved with greater emphasis on colour and design, chimneys have largely remained limited to conventional finishes.
The brand’s Plug ‘N’ Play Designer Chimneys are available in colours including Burgundy, Noir, Sapphire, Ivory, Black and Vineer. The range is designed to simplify chimney installation by eliminating the need for ducting, core cutting and permanent structural modifications, while continuing to offer premium suction performance and quiet operation.
Featuring Dia Mirza in a dual role, the campaign presents a black-and-white visual world inspired by classic design aesthetics. The narrative follows a homeowner surrounded by elegance but looking for something more expressive. The introduction of the designer chimney transforms the setting from monochrome to colour, reinforcing the campaign’s core message of adding vibrancy to everyday living spaces.
With her understated elegance and relatable presence, Dia Mirza represents the modern consumer who values products that combine thoughtful design with ease of use. The campaign reflects Beyond Appliances’ focus on creating kitchen solutions that are both functional and visually distinctive.
Dia Mirza, actor/Indian celebrity, said, “For me, a home is a reflection of the people who live in it. The spaces we create should feel effortless, joyful, and true to our personality. What I found interesting about Beyond Appliances’ Plug ‘N’ Play Designer Chimneys is how they challenge the idea that innovation has to come with complexity. They bring together thoughtful design, ease of installation, and beautiful colours in a way that makes everyday living feel more expressive. I loved how the campaign celebrates the simple idea that even the smallest changes can transform a space, and the way we experience it.”
Commenting on the campaign, Eshwar K Vikas, Founder & CEO, Beyond Appliances, said, “Consumers today expect products that seamlessly fit into the way they live, combining thoughtful design, intuitive functionality and lasting quality. At Beyond Appliances, our vision is to challenge conventional thinking and create kitchen solutions that don’t just serve a purpose but also elevate everyday living. As lifestyles continue to evolve, we remain focused on building products that bring together innovation, aesthetics and meaningful customer experiences, setting new benchmarks for the modern Indian kitchen.”
Through the campaign, Beyond Appliances aims to encourage consumers to view kitchens as expressive spaces that reflect personal style, while continuing to build its presence in the smart kitchen technology segment through design-focused and consumer-centric solutions.
