Karan Johar Collaborates with Nuuk to Promote ‘Design-First Living’

What occurs when creative storytelling intersects with purposeful design? Home appliance brand Nuuk has discovered the answer through its latest campaign, ‘Design-First Living’, featuring none other than filmmaker Karan Johar.

This new multi-film campaign combines Johar’s cinematic flair with Nuuk’s “design-first, function-always” philosophy — demonstrating how proper design can beautifully transform everyday living.

When Cinema Meets Design

Renowned for his distinctive visual style and attention to detail, Karan Johar perfectly exemplifies Nuuk’s design-led ethos. Together, they are creating narratives that showcase the beauty of innovation — not just in films, but in the spaces we occupy.

Regarding the collaboration, Karan Johar stated:

“I’ve always been attracted to partnerships that reflect creativity, innovation, and purpose. Nuuk’s design-first approach resonates strongly with my own perspective on storytelling and style. This collaboration allows us to demonstrate how everyday products, when designed with intent, can elevate how we live and experience our homes.”

Introducing BRĪSK — A New Standard in Smart Cooking

The first film in the series highlights Nuuk BRĪSK, India’s first Food-Safe ILAG® CeramicTech™ Air Fryer. Set against a sleek, modern kitchen backdrop, the film emphasises BRĪSK’s thoughtful design and powerful performance.

From its ILAG-certified ceramic coating to its 360° Rapid Air Circulation system, every detail is engineered for healthy, effortless cooking. With eight preset modes — including Tandoor, Crispy Fry, Ferment, and Dehydrate — BRĪSK caters to a wide range of Indian cuisine and cooking styles.

Design-First Living: More Than a Tagline

For Nuuk’s co-founders, Gazal Kalra and Shalabh Gupta, this campaign signifies more than product innovation. It aims to inspire a mindset:

“Our collaboration with Karan Johar offers an opportunity to demonstrate how design-led innovation can genuinely enhance everyday living. Through narratives that feel modern, aspirational, and relatable, we seek to connect with consumers on a deeper level.”

Watch the first film here:

 Nuuk x Karan Johar – Design-First Living

What’s Next for Nuuk

‘Design-First Living’ is merely the beginning. Over the coming months, the campaign will extend to feature other flagship products such as HÖT BLOX, REN PRO, HĀLO, and BFF — each film exploring how great design can streamline, elevate, and enrich daily life.

The Future of Home Design

Since its inception in 2024, Nuuk has redefined what it means to create for the modern Indian home — products that balance technology, performance, and aesthetic appeal. With Karan Johar joining the journey, design-first living takes on a new cinematic dimension — celebrating creativity in every corner of the home.

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