Immersive, rainproof installation blends product innovation with public engagement to reinforce the brand’s commitment to cleanliness and conscious living
Mumbai, July 31, 2025: In a bold blend of innovation and brand storytelling, TTK Prestige, India’s most trusted kitchen appliances brand, unveiled a life-size replica of its iconic SVACHH Deep Lid at Carter Road, Mumbai. Doubling as a functional rain shelter, the installation visually captures the anti-spillage technology of the Prestige Svachh Pressure Cooker, placing its core purpose — cleanliness and convenience — at the heart of public engagement.
Conceptualised by DDB Mudra, the ‘Prestige Svachh No Spill Shelter’ represents a first-of-its-kind effort to bring product design to life in a way that is experiential, sustainable, and socially engaging. Inspired by the cooker’s innovative deep lid that prevents kitchen spillage, the shelter symbolises the brand’s broader Clean Kitchen Promise, encouraging passersby to step in, take selfies, and pledge their commitment to a cleaner lifestyle using #SvachhNoSpillShelter.
> “Innovation at TTK Prestige is always driven by real consumer insights,” said Akila Chandrasekar, Senior General Manager & Head – Marketing, TTK Prestige. “The SVACHH Deep Lid solves a genuine problem faced in Indian kitchens—spillage during pressure cooking. With this installation, we magnify that innovation into a public experience, showing how thoughtful design can improve everyday life both inside and outside the home.”
The installation also invited the public to take a pledge for cleaner, safer cooking habits, and share their selfies online. Participants received brand vouchers as a token of appreciation, further reinforcing Prestige’s belief that meaningful change starts with small, everyday actions.
Adding to the activation’s energy, indie band Symphony Rush delivered a live performance on-site, attracting families, locals, and curious onlookers and turning the installation into a lively cultural hub.
> Priya Shivakumar, Creative Head – South, DDB Mudra, commented, “We wanted to dramatise the product’s core function in a way that’s memorable and tangible. By transforming the lid into a full-scale shelter that protects from rain while collecting and recycling water, we created a real-world metaphor for what the product achieves in homes—functional, sustainable, and unexpected.”
The installation will remain open for public interaction at Carter Road for a week, serving as both an experiential space and a reminder that functional design can have cultural resonance. This initiative underscores TTK Prestige’s continued commitment to purpose-driven innovation—turning everyday products into lifestyle experiences that inspire conscious living.
About TTK Prestige:
TTK Prestige is India’s leading kitchen appliances brand, trusted by millions of households for over six decades. With a legacy of innovation and a portfolio spanning pressure cookers, cookware, kitchen tools, and electrical appliances, the brand focuses on enhancing Indian kitchens through smart, functional, and safe solutions.