Mumbai, April 16: EDT’s latest brand film, ‘Return to Yourself’, moves beyond conventional product storytelling to explore a more fundamental human idea , the instinct to return to one’s most authentic self. At a time when categories are increasingly defined by uniformity, performance, and functional messaging, EDT shifts the narrative towards identity, emotion, and self-expression. The film builds on a simple yet powerful insight: while people evolve and adapt, there remains a core version of themselves they instinctively come back to, a pull that shapes not just how we think and live, but even the everyday objects we choose to surround ourselves with.
Conceptualised as a visual and sensory journey, the film traces the presence of orange across moments from natural light and movement to ambient environments, positioning it not as a product attribute, but as a recurring symbol of warmth, energy, and creativity.
As the film unfolds, these moments of orange build towards a quiet reveal, where the narrative seamlessly transitions from metaphor to object. The colour finds its way into EDT LUMA’s Origin Orange air fryer oven, India’s first intelligent 360° PureGlassTM Air-fryer with NutriRetainTM, introduced not as a conventional product feature, but as a natural extension of the story itself. The integration remains intentionally understated, allowing the product to emerge as part of the same language of warmth, energy, and expression that the film establishes, rather than interrupting it.
Anchored by a voiceover from co-founder Naiyya Saggi, the narrative reflects on origin not as nostalgia, but as a return to instinct, curiosity, and unfiltered expression, a version of self that existed before hesitation or conformity. In doing so, EDT deliberately steps away from feature-led communication, instead reframing how everyday objects are perceived, not just as tools of utility, but as extensions of identity within modern living spaces.
Commenting on the brand film, Naiyya Saggi, Co-founder & CEO, EDT, said:
“Most categories today are built around function and sameness, especially in appliances. But the way people experience their homes has fundamentally changed, they’re more expressive, more personal, and far more intentional. With ‘Origin Orange’, we wanted to move the conversation beyond utility and explore how the objects we live with can reflect who we are. ”
At a broader level, ‘Return to Yourself’ signals a larger shift within the home appliance category, one that moves beyond pure functionality towards a seamless integration of design, technology, and everyday living. With Origin Orange, EDT is reinforcing a more systemic transition where homes are increasingly becoming spaces of self-expression, powered by intuitive technology and thoughtful design. As global consumer behaviour evolves, there is a clear move towards appliances that are as aesthetically considered as they are technologically advanced. EDT positions itself at the forefront of this shift, building what few traditional appliance brands have, an ecosystem that brings together design-first thinking with smart, enabling technologies such as its AI-powered recipe assistant, creating a more immersive and personalized kitchen experience.
With ‘Return to Yourself’, EDT positions itself at the intersection of design, culture, and technology, signalling a long-term brand direction that prioritises identity-led storytelling in a traditionally utilitarian category.
