Delhi, December, 2025: When Delhi found itself abuzz with conversations around the sudden pause on late-night tandoori cooking, TTK Prestige, one of India’s most trusted kitchen appliance brands, found a timely way to keep the spirit of tandoori nights alive. Tapping into a moment that quickly gained traction across news and social media, the brand unveiled a contextual outdoor hoarding at a prime OOH locations, transforming a regulatory update into a culturally relevant brand expression.
Featuring the witty line “Since the nights aren’t gonna be tandoori anymore,” the hoarding struck an instant chord with commuters, reframing the conversation around tandoori cravings while spotlighting the Prestige Oven Toaster Griller (OTG) as a modern, indoor-friendly alternative to enjoy grilled favourites at home. Timed alongside Prestige’s New Year Bonanza offer in Delhi, the execution seamlessly blended cultural insight with everyday utility.
Commenting on the initiative, Anil Gurnani, Chief Marketing Officer, TTK Prestige, said, “We have always believed that meaningful brand conversations come from listening closely to what people are already talking about. The tandoori nights moment wasn’t about reacting to a regulation, but about understanding how food, culture and everyday habits intersect in our lives. By staying relevant and respectful of the context, we wanted to remind consumers that great food experiences can continue, just in newer, smarter ways.”
This agile OOH intervention reflects Prestige’s consumer-first philosophy, reinforcing the brand’s role not just as a kitchen solutions provider, but as a culturally aware companion to India’s evolving food habits.
