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Tag: Usha International

  • TAM AdEx: TV ads for consumer durables surge, print drops by six per cent in H1 2024

    TAM AdEx: TV ads for consumer durables surge, print drops by six per cent in H1 2024

    Mumbai: TAM AdEx’s latest report for Jan-Jun 2024 reveals significant growth in TV ad volumes for the consumer durables/home appliances category, showing a 2.9 times increase compared to the same period in 2022, and 11 per cent higher than H1 2023. In contrast, print ad space for the category continued its downward trend, falling by six per cent compared to the first half of 2023.

    Godrej & Boyce Mfg Co led the category on TV, holding a 33 per cent share of ad volumes, while Usha International and Voltas joined as exclusive top advertisers in 2024. Print advertising saw TTK Prestige India and Stovekraft maintain their top spots with 41 per cent and 21 per cent share of ad space, respectively. The South Zone dominated print ads, accounting for 33 per cent of ad space, closely followed by the North Zone.

    On Radio, ad volumes dropped 52 per cent in 2024 compared to 2023, but Samsung India Electronics led with 28 per cent of ad volumes. Digital ad impressions grew by five per cent in H1 2024, with Samsung again topping the list at 25 per cent share of impressions. Programmatic advertising accounted for 81 per cent of digital impressions.

    The report highlights that the consumer durables/home appliances category continues to prioritise TV advertising, with prime time being the preferred slot. The news and GEC (general entertainment channels) genres captured 65 per cent of ad volumes.

    In the print sector, Hindi and English publications together contributed over 64 per cent of the ad space. The preference for promotional offers remains strong, comprising 81 per cent of total print ads, with multiple promotions being the most utilised form.

  • USHA’s #FollowYourHeart Father’s Day campaign

    USHA’s #FollowYourHeart Father’s Day campaign

    Mumbai: Usha International, a consumer durables company, ran a social and print media campaign this Father’s Day to express gratitude to all Fathers and Father figures in our lives – people who enriched our lives in unimaginable ways.

    Attached is the video, produced by Fuel Films, celebrating Father’s Day in the Usha way, the premise of which is that when we were kids our fathers encouraged us by saying #FollowYourHeart and now that we are all on the path of our chosen journeys, it’s time for us to give back. It’s now our turn to be able to tell our Fathers that it’s time for them to #FollowYourHeart.

    The video campaign is being promoted on YouTube, Facebook and Instagram all across India. We are also present across multiple social platforms.  

    A full-page Father’s Day #FollowYourHeart advertisement (attached) was also published across all 45 editions of The Times of India, the country’s leading newspaper.

  • Usha unveils Crafted for your Lifestyle campaign for its new iChef Air Fryers

    Usha unveils Crafted for your Lifestyle campaign for its new iChef Air Fryers

    Mumbai: Usha International, a consumer durables company, launched a new TVC for its iChef Air Fryers, marking the beginning of a comprehensive 360° media campaign for the hero product. Themed “Crafted for your Lifestyle,” the campaign highlights how the Usha iChef Air Fryers address the needs of today’s hectic routines, resonating with individuals striving to eat healthy, but finding it a challenge to prepare meals quickly, seamlessly bridging the gap between convenience and nutrition.

    The 30-second TV commercial, shot by Illusionist Films, highlights the unique features of the iChef Air Fryer as the star of the show, replete with a borosilicate glass bowl and illuminated chamber as it churns out crispy samosas sans oil, vibrant grilled greens, and gooey lasagne, each promising a tantalizing journey of flavour. This tableau of delectable dishes highlights the versatility and innovation of modern cooking with the Usha iChef Air Fryer, inviting viewers to step into a world of culinary delight and wholesome goodness.

    The campaign which kicks off on June 1, 2024, has a robust TV media plan including spots during the morning and evening prime time across all top English news channels as well as leading South news channels and is being aired in English, as well as vernacular languages – Tamil, Telugu, Kannada, and Malayalam – to maximize viewership and establish a strong connect with the target audience. This will be followed by a print campaign in leading newspapers in select cities and will be complemented with a digital campaign across leading social media and digital platforms, ensuring comprehensive coverage and engagement.

    The user-friendly Usha iChef Air Fryer, with its advanced technology and precision engineering, allows for the creation of nutritious dishes that cater to the fast-paced needs of modern life. This campaign is intended to educate customers about the advantages of owning an iChef smart Air Fryer, highlighting its unique design, borosilicate food-grade glass bowl, illuminated chamber, digital touch panel, and variety of oil-free recipes it can cook.

  • Usha International extends partnership with Mumbai Indians women’s cricket for second season

    Usha International extends partnership with Mumbai Indians women’s cricket for second season

    Mumbai: Usha International, India’s leading consumer durables brand, is pleased to announce the continuation of its partnership with the Mumbai Indians women’s team for the second consecutive year, building on the decade long partnership. Echoing the team’s slogan ‘Aali Re’ (the women have arrived) Usha International is excited to continue its journey with the Mumbai Indians family – a journey that promises to develop and strengthen women’s cricket, both domestically and internationally. The first season of the league was a resounding success for MI, having lifted the inaugural trophy but also to packed stadium, fans tuning in to watching the games, and players now becoming household names.  

    This year, Mumbai Indians will play the first game of the season at Bengaluru’s M Chinnaswamy Stadium on 23 February 2024. The league will feature 20 matches and two playoffs, leading to the final on March 17. The first half, including 11 matches, will be in Bengaluru, and the rest, including 9 league matches and the playoffs, will be in New Delhi at the Arun Jaitley Stadium. The Mumbai Indians women’s team, led by captain Harmanpreet Kaur includes world-class players from India and abroad such as Pooja Vastrakar, Yastika Bhatia, Natalie Sciver-Brunt, Amelia Kerr, Hayley Matthews, Shabim Ismail, and the find of season 1 Saika Ishaque, among others.

    Usha International head of sports initiatives Komal Mehra commented, “The incredible visibility and enthusiasm generated by the league’s inaugural season have been truly inspiring. Our partnership with the Mumbai Indians aligns with Usha’s ethos to promote health, active and joyful living through sports. Joining hands with the MI Women’s Team would contribute to the development of sports among women in India by showcasing the aspirational value of being a sportswoman demonstrating our commitment to inclusivity and sports for all.”

    Speaking on the partnership, the Mumbai Indians spokesperson said, “Our decade-long collaboration with Usha International reflects the strength of our partnership. As both brands have evolved and grown, this journey stands as a testament to the seamless synergies we share. Here’s to continued success and growth together.”

    Usha has been a fervent supporter and promoter of a wide range of inclusive sporting initiatives across the country. This includes its affiliation with the Mumbai Indians; Ultimate Flying Disc; Football; Ladies Amateur and Junior Golf; Cricket for the deaf; and Sports for the visually challenged, including athletics, kabaddi, judo, and powerlifting. The brand is deeply committed to reviving long-forgotten sports and supporting indigenous Indian regional sports such as Kalaripayattu, Mallakhamb, Siat Khnam, Thang-Ta, Turai Kabaddi, Saz-Loung, Mardani Khel, Satoliya, Yoga, and Silambam.

  • Tailor Masterji relies on his Usha Domestic Industrial Sewing Machine to deliver joy!

    Tailor Masterji relies on his Usha Domestic Industrial Sewing Machine to deliver joy!

    Mumbai: Usha International recently launched their new Usha Domestic Industrial Sewing Machines TV ad.

    We all know the pulls and pushes of today’s busy lives and this 30-second ad film captures the essence in a way that each one of us will be able to relate to.

    Shot by Illusionist Films, Mumbai, the TVC showcases a simple yet engaging tale about how the Tailor Masterji relies on the Usha sewing machine to power his creativity with confidence in order to cater to the never-ending demands of today’s customers.

    The overall narrative is straightforward and fun showing the quintessential masterji and his assistant navigate the whims of an insatiable customer with elan. A young girl is excitedly asking for multiple style elements she would like incorporated into the two outfits she wants tailored for a party in “four days”. Will the outfits be ready on time, she wants to know. Ho jaayega, says masterji, secure in the knowledge they have the trusted Usha Sewing Machine, a gadget that will make meeting deadlines a breeze.

    Everyone’s smiling and the world is a happy place again!

  • Usha International continues partnership with MI Emirates for International League T20, 2024

    Usha International continues partnership with MI Emirates for International League T20, 2024

    Mumbai: Usha International, a leading consumer durables brand in India, has extended its partnership with MI Emirates for the second consecutive year, for the International League T20, 2024. The month-long league is underway, featuring six teams, spanning Abu Dhabi, Sharjah, and Dubai.

    In 2023, Usha International extended its reach to cricket fans worldwide with its partnership with MI Emirates. This partnership further builds on the 12-year partnership between Usha International and Mumbai Indians, advancing the company’s commitment to supporting the sport of cricket worldwide.

    The MI Emirates for the 2024 season is led by Nicholas Pooran and supported by a stellar cast of international cricket stars, including Kieron Pollard, Dwayne Bravo, and Trent Boult. Additionally, the team features promising local talent from the UAE, such as Muhammad Waseem, Basil Hameed, Zahoor Khan, and Rohan Bangash. Further bolstering the roster is Ambati Rayudu, India’s prolific T20 specialist.

    Commenting on the partnership, the spokesperson for Usha International said, “Building on our 12-year relationship with the Mumbai Indians, this partnership with MI Emirates for the International League T20, 2024, reflects our commitment to leverage cricket’s universal appeal to promote healthy and active living. Through this synergistic union, we aim to engage with the global cricket community, sharing in the spirit of the game that transcends geographies and inspires a passion for sportsmanship”.
     

  • Experience ultimate comfort with Usha’s Aquerra Smart, Aqua Glow, and next-gen OFRs

    Experience ultimate comfort with Usha’s Aquerra Smart, Aqua Glow, and next-gen OFRs

    Mumbai: Usha International is showcasing its innovative room heater and water geysers. These products have gained recognition for their unique design and cutting-edge technology.

    Here are the products:

    Usha Aquerra Smart Water Heater: A smart and efficient water heater for the entire household, the Aquerra Smart water heater can be operated via the Usha app providing convenience of remote operation as well as easy monitoring of power consumption at the tap of a button. Equipped with eco function for energy efficiency, Usha’s Aquerra Smart water heater is equipped with an inbuilt anti-bacterial sterilization (set at 80° Celsius), digital temperature setting, ELCB for electrical safety, and a multi-function safety valve that releases pressure when temperature exceeds safe limit, prevents the backflow of water, and drains out water when safety is breached.

    With 2000W power and a performance-based heat tech that enables 20 per cent more hot water utilisation, along with eco-friendly features, the Aquerra Smart is a perfect blend of convenience and style.

    Available in 15 and 25 liters, the Usha Aquerra Smart water heater is priced at Rs 22990 and Rs 20990 respectively, and comes with a warranty of 8 years on tank, three years on element and two years on the complete product.

    Usha Aquaglow: The Usha Aqua Glow instant water heater is designed to meet your daily hot water needs with precision and reliability. It is equipped with a corrosion-resistant, single-body, leak-proof high-grade steel tank for longer durability. Its capillary thermostat enables precise control over water temperature ensuring comfort while its triple safety protection mechanism including a thermostat, thermal cutout, and a brass fusible plug ensures safety is never compromised.

    Other feature includes 1000 gms heavy gauge copper tube heating element for better reliability, high-pressure withstanding capacity of 6.5 Bars, and rust-proof base plate, quick and efficient heating with powerful 3000W performance, and the color-changing LED indicator for power and heating indications.

    The ISI-marked Usha Aqua Glow instant water heater is available in a single size of three liters and is priced at Rs 6990.

    Usha’s new range of OFRs: The new range of Usha’s Oil Filled Radiators are designed to provide the most comfortable experience by heating the room efficiently. Equipped with an electronic feather-touch control panel with digital display and remote control, the new range of OFRs (Oil Filled Radiators) feature three heating positions from low to high, a 400W PTC fan heater, and “S” shape fins for efficient warmth across the room.

    Additionally, the range comes with a preset timer that gives you option of setting timer for 1 hour to 24 hours, temperature setting ranges from 5 degrees to 35 degrees Celsius, an eco-function that puts the heater on energy saving mode, inbuild tip-over safety switch, child safety lock, and a cord winder that helps with easy storage. The new range of OFRS is ISI marked and comes with two years of warranty.

    The range has three models, and the price starts from 19890/- onwards.

     

  • Usha International appoints Anshuman Chakravarty as VP, marketing

    Usha International appoints Anshuman Chakravarty as VP, marketing

    Mumbai: Usha International has appointed Anshuman Chakravarty as vice president – marketing. He will report to executive chairman Krishna Shriram and will handle the operations from Gurugram.

    Chakravarty is a brand management and marketing communications practitioner with experience in working in India and international markets (Asia & Europe), with exposure in B2C & B2B domains. He is armed with over 23 years of experience in strategising and executing brand launches, re-positioning strategies, media planning and buying, internal and external communication, social & digital marketing, PR & reputation management, and crisis communication.

    An MBA in marketing & post-graduate in journalism and mass communication, Chakravarty started his career at Sahara Group as manager of brand and corporate communications. 

    He later joined DS Group, where he served as associate head of corporate communications and post that, he worked with Jindal Stainless and Kaefer as head of corporate communications.

    In his most recent role, he was associated with electrical equipment manufacturer Orient Electric as head of brand and corporate communications for over seven years.

  • IPL 2021: Usha International partners with Mumbai Indians

    IPL 2021: Usha International partners with Mumbai Indians

    MUMBAI: For the eighth year in a row, consumer durables manufacturer Usha International has come onboard as an official partner of Mumbai Indians ahead of the 14th season of the Indian Premier League. As part of the association, the Usha logo will be seen on the leading side caps and helmets of MI players and on the mat during specified match toss.

    LED walls, jumbo screens, and perimeter boards across the ground will play up the Usha brand at various points during the game. A series of activations across various digital platforms to grow stakeholder engagement and brand recall are also in the works. This includes contests on days when Mumbai Indians is playing, wherein consumers can win an opportunity to virtually interact with their favourite MI players. Additionally, Usha will also launch a digital campaign, featuring select players.

    Usha International head – sports initiatives and associations Komal Mehra said, “Consistent effort delivers consistent performance and that is the story of Mumbai Indian – the most successful team in the league. Usha as a brand personifies resilience and consistency, attributes which sync beautifully with MI as a team. The players in the MI team are a living testament to promoting an active and healthy lifestyle which is Usha's brand ethos as well. We look forward to ‘play’ with Mumbai Indians this season.”

    A Mumbai Indians spokesperson said, “We are pleased to continue our association with Usha International. They have been part of the Mumbai Indians family for eight years now, one of the longest partnerships in sports sponsorships in India. Our association with Usha reflects the faith and commitment vested in each other by both brands over the course of all these years. We look forward to yet another successful campaign with them, setting new benchmarks on and off the field.”

     IPL 2021 opening match is set to be played between defending champion Mumbai Indians and Royal Challengers Bangalore on 9 April in M A Chidambaram Stadium, Chennai. The tournament will be a closed event to begin with and a call on allowing spectators will be taken at a later stage.