Nuuk has taken its SĒRV MAX multi-cook kettle from the kitchen to Ladakh in a new campaign film featuring actor and rapper Chaitnya Sharma, popularly known as SlowCheeta, and Padma Shri awardee Morup Namgyal.
Positioned by Nuuk as India’s first 100% food-safe multi-cook kettle with EvenHeat™ Technology, SĒRV MAX is put to use in the film against the backdrop of Ladakh. The campaign uses the setting to explore how food and warmth can create a sense of home, while demonstrating the appliance through local food and everyday culinary moments.
SlowCheeta, known for his work in Gully Boy, and Namgyal, a folk musician, composer and dramatist, bring two different cultural perspectives to the film. Namgyal was awarded the Padma Shri in 2004 for his contribution to the revival of Ladakhi and Tibetan folk music traditions.
Conceptualised around the idea of taking an everyday appliance somewhere unexpected, the campaign was created in collaboration with Current Form Collective and Pick Films. The film shows SĒRV MAX being used to prepare local dishes including chughtai, skyu and momos, placing the product within the region’s food culture rather than a conventional kitchen setting.
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Commenting on the campaign, Shalabh Gupta, Co-founder, Nuuk, said, “We don't think of design-first as something that only applies to the product. It is how we think. A conventional kitchen would have been the obvious setting, but Ladakh gave us an opportunity to put SĒRV MAX in an environment that was as unexpected as it was demanding. At the same time, it helped us tell a more human story about what the product enables - the comfort of a warm meal and the feeling of togetherness that comes with it. Bringing together SlowCheeta and Padma Shri Morup Namgyal added another dimension to that story. One represents contemporary India, while the other carries a deep connection to Ladakh’s musical and cultural heritage. Both helped us express the same idea in very different ways: food and warmth have a way of making any place feel like home. Whether it is rasam at home or momos in the mountains, that is the experience we wanted SĒRV MAX to bring to life.”
SĒRV MAX is designed as a multi-cook appliance rather than a conventional single-function kettle. It can cook, steam and boil, with its EvenHeat™ technology using an engineered G-Type coil around the base to distribute heat more consistently.
The appliance also features SĒRV WARM™, which maintains cooked food at 65°C until it is ready to be served.
Designed and made in India, SĒRV MAX has been developed around Indian food habits and everyday use cases. The Ladakh film puts those capabilities into an unfamiliar setting, using local preparations to demonstrate the appliance beyond its conventional use in the kitchen.
