Nuuk has unveiled a new campaign film for SĒRV MAX, taking the brand’s multi-cook kettle out of the conventional kitchen and into the mountains of Ladakh.
Featuring actor and rapper Chaitnya Sharma, popularly known as SlowCheeta, alongside Padma Shri awardee and Ladakhi folk musician Morup Namgyal, the campaign brings together contemporary culture and local heritage to explore a simple idea: how food and warmth can make unfamiliar surroundings feel like home.
The film has been conceptualised in collaboration with Current Form Collective and Pick Films.
Rather than showcasing SĒRV MAX in a conventional home setting, the campaign places the appliance in one of India’s more demanding terrains.
The central question behind the film is straightforward: what happens when an everyday kitchen appliance is taken somewhere completely unexpected?
In Ladakh, SĒRV MAX is used to prepare local dishes including chughtai, skyu and momos, while also being used to make tea. The product demonstration is woven into moments of preparing and sharing food, allowing the campaign to connect the appliance’s functionality with the cultural role food plays in bringing people together.
The film also uses its two personalities to bridge different aspects of Indian culture. SlowCheeta represents a contemporary, urban cultural voice, while Namgyal brings his association with Ladakhi and Tibetan folk traditions.
Namgyal was awarded the Padma Shri in 2004 for his contribution to the revival of Ladakhi and Tibetan folk music traditions.
At the centre of the campaign is SĒRV MAX, which Nuuk describes as India’s first 100% food-safe multi-cook kettle with EvenHeat™ Technology.
The appliance is designed to move beyond the conventional single-function kettle. It can cook, steam and boil, with the brand positioning it around everyday Indian cooking habits and regional food preparations.
Its EvenHeat technology uses 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.
The Ladakh film consequently doubles as a product demonstration, showing how the appliance can be used for different types of food rather than restricting the kettle to boiling water.
For Nuuk, the choice of Ladakh is also an extension of its design-first philosophy. Instead of treating design purely as an aesthetic proposition, the brand uses the campaign to show how product design can respond to different environments, food habits and lifestyles.
View this post on Instagram
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.” he added.
