MUMBAI: Kitchen appliances manufacturer TTK Prestige, part of the Rs 2,500 crore TTK Group, has roped in Aishwarya Rai Bachchan and Abhishek Bachchan  as their brand ambassadors.

A campaign has been launched with Prestige re-introducing the line ‘Jo biwi se kare pyaar, woh Prestige se kaise kare inkaar’. It has been conceptualised by DDB Mudra - Bengaluru.

Talking about the campaign which will see the couple on screen after a long time, DDB Mudra, senior VP & head Bengaluru Sujoy Gosh says, “We want to premiumise the brand and get it connected to the new urban Indian couple. And establish it as a national player which has a large range of products for the evolving indian kitchen.”

The campaign will have six TVCs wherein five for different products and one introducing the iconic line and establishing the range. “We have used the lines very refreshingly and contextualised it in every TVC.  The products are weaved in as part of the story, so they seamlessly blend in and are a delight to watch. The stories are taken from their daily life. We had a number of discussions with the stars to come up with stories which are real. The stars were part of the creative development process right from the beginning,” adds Gosh.

It is a complete 360 approach and will be using TV, print and digital extensively. As of now, the agency and the company are also in talks to develop AFPs with TV channels as well so that the brand thought can get magnified.