Nuuk has announced its collaboration with filmmaker Karan Johar as the face of its upcoming multi-film campaign. 

The campaign brings the new-age D2C brand’s philosophy of ‘design first, function always’ to life across its range of home appliances, highlighting how the brand blends form and function for modern India.

Johar, known for his creativity, reinvention, and ability to shape cultural conversations, complements Nuuk’s forward-thinking ethos, according to the brand. Like Nuuk, he has consistently challenged conventions, bringing aspiration, intelligence, and emotion together with craft. The collaboration celebrates this shared philosophy: when design meets intent, everyday things become extraordinary. 

Gazal Kalra and Shalabh Gupta, co-founders, Nuuk, said, “We are thrilled to collaborate with Karan, bringing together his creative flair and our commitment to thoughtful, design-led innovation to reimagine how consumers experience everyday living. This campaign is an exciting opportunity to showcase our products across multiple categories while connecting with consumers in a way that feels modern, aspirational, and meaningful. Through it, we aim to inspire how design and function can seamlessly transform everyday moments at home.

Watch the first film, featuring Johar here:

The film sets the tone for a series of upcoming films across Nuuk’s product range, establishing the campaign’s visual and creative language.