Nuuk, one of India’s fastest-growing new-age D2C home appliance brands known for its “design first, function always” philosophy, has unveiled a new campaign film for SĒRV MAX, India’s 1st 100% Food-Safe Multi-Cook Kettle with EvenHeat Technology. Taking the product far beyond the conventional kitchen setting, the campaign travels to Ladakh, putting SĒRV MAX to the test in one of India’s most demanding terrains while exploring a more universal idea: how food, warmth and togetherness can make any place feel like home.

The campaign takes Nuuk’s new multi-cook kettle from the everyday Indian kitchen to Ladakh, bringing together contemporary culture, local musical heritage, food and the universal warmth of home.

Two cultural worlds, one story

The film features actor and rapper Chaitnya Sharma, popularly known as SlowCheeta and known for his work in Gully Boy, alongside Morup Namgyal, a renowned folk musician, composer and dramatist who has been honoured with the Padma Shri in 2004 for his contribution to the revival of the Ladakhi and Tibetan folk music tradition. Their presence brings together two distinct cultural perspectives: the contemporary and the deeply rooted, reflecting Nuuk’s own approach to combining modern design with the realities of how India lives, cooks and connects.

Conceptualised around a simple question — what happens when you take an everyday appliance somewhere completely unexpected? — the campaign uses the journey to demonstrate what it means to design for the way India actually lives and eats.

From tea in the mountains to skyu and momos

The film has been brought to life in collaboration with Current Form Collective and Pick Films. From the warmth of a cup of tea in the mountains to meals prepared and shared together, the film brings SĒRV MAX into the heart of Ladakh. The product is used to prepare local favourites including chughtai, skyu and momos, transforming a product demonstration into a story about food, culture and connection. At its heart, the campaign asks viewers to look at the humble kettle differently — not simply as an appliance for boiling water, but as something with the potential to become part of how people approach everyday culinary experiences.

What Nuuk’s co-founder says

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.”