Bergner has unveiled Excalibur, a premium enamelled cast iron cookware collection developed in collaboration with Michelin-starred chef Vikas Khanna, alongside a striking campaign that positions cookware within the realm of high fashion.
Conceptualised as a runway-led visual narrative, the launch film reimagines kitchenware as a statement of aspiration rather than mere utility. Produced by Maximus Collabs, the campaign presents the Excalibur range through a couture-inspired lens, with models showcasing the collection’s distinctive dual-tone Pink and Teal finishes. Anchored by the thought “Healthy Never Looked This Good”, the film underscores Bergner’s ambition to evolve into a premium lifestyle brand in India.
Drawing from high fashion aesthetics, bold colour blocking and contemporary luxury codes, the campaign reframes the kitchen as an extension of personal style. It reflects a broader shift in consumer behaviour, where functionality is increasingly expected to coexist with design and self-expression.
The Excalibur collection introduces a reimagined approach to cast iron cookware, combining material innovation with a strong design language. Developed by Bergner Lab, the enamel coating is toxin-free and free from PFAS and PTFE, aligning with growing demand for safer and more conscious cooking solutions. Its non-reactive surface enhances versatility across cuisines while ensuring long-term durability.
Designed for modern lifestyles, the range eliminates the need for seasoning, offers ease of cleaning, and delivers superior heat retention for consistent cooking. It is compatible across gas, induction and oven use, enabling seamless adaptability across kitchen environments.
Commenting on the launch, Umesh Guptaa, Managing Director of Bergner India, stated, “With Excalibur, we wanted to challenge not just product expectations but category perception itself. The idea behind the campaign was to take cookware out of the kitchen and place it in a space of aspiration, where design, self-expression, and lifestyle converge. Today’s consumers are seeking products that align with their values around health, aesthetics, and ease of use. Excalibur reflects this shift. It combines toxin-free, high-performance material innovation with a bold design language that stands out rather than blends in. It is cookware that does not stop at the kitchen; you cook in it, you serve in it, and it looks just as beautiful on your dining table as it does on your stove. With this launch, Bergner and Maximus Collabs set a new benchmark where functionality meets fashion and the kitchen becomes a reflection of modern, design-conscious living."
With a refined finish and bold visual identity, the collection is crafted to transition effortlessly from stove to table, reinforcing its positioning as both a functional tool and a display-worthy object. The campaign is currently live across digital platforms, including Instagram and YouTube, targeting consumers who view cooking as both a craft and a lifestyle expression.
