Philips has turned up the heat in Northeast India’s festive appliance market with the launch of its ‘Steam It Up’ campaign, promoting the Philips STH5000 Handheld Steamer as a must-have grooming tool for Bihu celebrations. Backed by cultural icons Aimee Baruah, Nishita Goswami, and Barsharani Bishaya, the campaign aims to drive consumer demand for smart, fabric-friendly styling solutions.
The Philips STH5000, tailored for traditional and festive wear, offers a fast 30-second heat-up time and delivers 24g/min of steam—ideal for smoothing out wrinkles on Mekhela Chadors, silk kurtas, and delicate party wear. The product’s market push included in-store demonstrations by actress Nishita Goswami at prominent retail chains Electrocity and Maitree.
According to Pooja Baid, Chief Marketing Officer, Versuni India, “Bihu is not just a festival—it’s a celebration of elegance. With our steamer, looking perfect has never been easier.” The city’s growing appetite for convenient, stylish appliances is driving demand in the premium grooming segment.
