Nuuk has unveiled a new campaign film for SĒRV MAX, a multi-cook kettle featuring EvenHeat™ Technology. Set in Ladakh, the film takes the product beyond the conventional kitchen setting, exploring how food, warmth and togetherness can create a sense of home anywhere.
The film features 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.
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.
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.”
Taking Design-First Beyond the Product
The campaign extends Nuuk’s design-first philosophy beyond the way its products are designed and into the way they are experienced and communicated. SĒRV MAX was created to rethink the conventional kettle, moving it beyond a single-function appliance into a multi-cook format designed around everyday Indian food habits.
The Ladakh setting provides a natural test of that proposition. The kettle’s EvenHeat™ technology uses an engineered G-Type coil that wraps around the base to distribute heat more consistently, while SĒRV WARM™ maintains cooked food at a steady 65°C until it is ready to be served. The appliance can cook, steam and boil, bringing together the functionality needed for everything from quick everyday meals to regional preparations.
Made in India. Tested at the Edge.
Nuuk SĒRV MAX is designed and made in India, with its functionality developed around Indian food habits, routines, and everyday use cases. The film begins at the edge of the country, in one of its most extreme environments, cooking food native to the region, and ultimately brings the story back to the everyday Indian kitchen. The campaign therefore becomes more than a demonstration of what the appliance can do. It is a reflection of the brand’s approa
