~ This life-size installation places the Svachh promise of cleanliness and everyday ease at the forefront ~
~ Encourages consumers to take a selfie and pledge their commitment to a Svachh lifestyle with #SvachhNoSpillShelter ~
Mumbai, July 31, 2025 – In a striking showcase of everyday innovation, TTK Prestige, India’s most trusted kitchen appliances brand, unveiled a life-size replica of its iconic Deep Lid from the Prestige Svachh Pressure Cooker at Mumbai’s Carter Road. Designed to visually mirror the product’s anti-spillage feature, the installation does more than just turn heads. It doubles up as a functional rain shelter, echoing the deep lid’s core purpose of keeping kitchens and now pedestrians clean and dry during downpour.
Conceptualised by DDB Mudra, this first-of-a-kind installation marked a fresh approach to brand storytelling, translating a practical product feature into a public experience that people could walk through, stand under, and interact with. Drawing inspiration from the deep lid’s role in preventing spills and promoting cleaner kitchens, the structure reflected the core philosophy of the Svachh range, making everyday life cleaner, simpler and more conscious. It’s yet another step toward making life easier for the Indian home maker. The installation served as a reminder of the value of cleaning not just as a task, but as a thoughtful practice that enhances everyday living.
The space also hosted a collective pledge, inviting visitors to commit to safer and more hygienic cooking habits — extending the product’s purpose from individual homes to the larger community. Visitors are also encouraged to share selfies and their pledge on social media using #SvachhNoSpillShelter to amplify the Clean Kitchen Promise. Those who participated received vouchers, a simple yet meaningful gesture that reinforces the brand’s core belief: making Indian kitchens not just efficient but empowering.
To amplify the moment, the launch was followed by a live performance by indie band Symphony Rush, whose set brought energy and attention to the site, drawing in families, walkers, and curious onlookers.
Akila Chandrasekar, Sr. General Manager & Head – Marketing, TTK Prestige, shared the journey behind the Svachh deep lid innovation, “At TTK Prestige, we believe that innovation should serve a purpose beyond the product. The SVACHH Deep Lid was developed to solve a real issue in Indian kitchens — the mess and inconvenience caused by spillage during pressure cooking. This installation takes that simple idea — one that has quietly improved daily cooking for millions — and magnifies its impact in a public space. It’s a way for us to show how much thought goes into even the smallest design detail and how those details make everyday lives easier. At a time when attention is hard-won, this initiative allows us to engage people meaningfully, without needing to sell to them. It’s visibility with value, a reflection of the brand we aspire to be: intelligent, purposeful, and deeply rooted in consumer insight.”
The installation will remain open for public viewing at Carter Road for the week, serving as both a talking point and a visual reminder that even the most functional products can have cultural flair.
Priya Shivakumar, Creative Head – South, DDB Mudra said, “At the heart of this idea is a simple yet strong belief, that thoughtful innovation can solve everyday problems. The Prestige spillage-control lid is one such product born of this belief, and we wanted to dramatize its function in a way that felt both meaningful and memorable. So, we took it out of the kitchen and into the streets — right in the middle of India’s monsoon. With ‘Prestige Svachh No Spill Shelter’, we transformed the lid into a life-size shelter that not only protects people from the rain but also collects and recycles the rainwater it captures. It’s a real-world metaphor for what the product does in homes every day. The idea is functional, sustainable, and a bit unexpected, staying true to the spirit of the brand.”
With this activation, TTK Prestige continues to push boundaries — turning kitchen innovation into a lifestyle experience and proving once again that the best ideas are the ones that stay with us long after the pressure’s off.
