ITV

Tag: Usha International

  • Usha Intl’s seven year hitch with IPL’s Mumbai Indians

    Usha Intl’s seven year hitch with IPL’s Mumbai Indians

    NEW DELHI: The pandemic and downturn in economic fortunes of companies can serve as a good excuse for them to lock away their coffers and pull the plug on advertising spending. Many an advertiser has resorted to that, in recent months. But consumer electronics goods firm Usha International does not belong to that tribe. Instead, it has decided to get into bed with the Mumbai Indians as an official partner once again for the seventh year in succession.

    The Usha logo will be seen on the leading side caps and helmets of Mumbai Indians players and on the mat during the toss as part of the agreement. The stadiums will also have massive LED screens running across the perimeter, which will showcase brand Usha during a couple of overs of the game. 

    The company’s marketing team is also going the whole hog on digital.  A series of activations straddling various digital platforms have been planned, including online contests on days when the Mumbai Indians team is out on the green, battling a rival. Through these contests, fans will get a chance to interact (read: meet and greet) with some of their favorite Mumbai Indian cricketers virtually. The brand will also launch a unique digital campaign, featuring select players.

    Usha International head- sports initiatives &associations Komal Mehra believes that associating with IPL defines the strength of a brand during these tough times. “The current crisis gives us an opportunity to strengthen Usha’s brand salience,” she says. “The association is not just limited to creating awareness about our product portfolio but expounding Brand Usha and its ethos ‘Play.’“

    Read our coverage on IPL

    Almost every product category that Usha is present in will be highlighted as part of the association – right from fabric care to climate control to heating solutions to sewing machines to water coolers to fans to cooking appliances.

    “It is a great opportunity to strengthen our consumer and partner connect across categories through  on-air and digital platforms,” reveals Mehra. “Contests, virtual meet and greet with select players, online polls are among some of the ways in which we intend to maximize reach across geographies.”

    Mehra hopes that Mumbai Indians will go through at least 14 matches like the team  has done over the years. “It is the days when the Mumbai Indians are on ground that will see the majority of the activities –  like contests and polls. We are in the midst of fleshing out all the details with the MI team,” she adds. .

    Even as the effort will be to create fresh content for all digital platforms to engage fans and consumers through the IPL, last year’s TVC will be given air play across all channels. It featured skipper Rohit Sharma, Jasprit Bumrah and Kieron Pollard having a great time with children at a 'learn and create' workshop with Usha  sewing machines.

    Mehra is quite confident that combined with the IPL, the coming festival period is going to rev up demand for its products in the home and kitchen appliances and lighting categories.

    She explains: “Since work-from-home has now become the ‘new normal’ for people, it has made ‘multitaskers’ of each of us, leading to a need for products that make tasks easy while saving time as we work for home and from home. Exclusive consumer offers and finance schemes around the festive season will see a pent-up demand growing further. The festive period typically contributes almost 30-40 per cent to the annual sales for this business. Already, indicators are showing a very promising time ahead. We are confident of healthy sales in the coming quarter.”

    Media observers approve. “Usha has almost become synonymous with the Mumbai Indians which has proved to be one of the top two teams in the IPL over the years,” says a senior media planner. “The company has also been further amplifying its association by running its TVCs featuring Mumbai Indians cricketers on various channels. Then this year’s initiative of focusing on  digital initiatives and even a digital video campaign should get it an even  greater return on its investment.” 

  • Usha International continues association with Mumbai Indians for 7th year in a row

    Usha International continues association with Mumbai Indians for 7th year in a row

    Usha International continues its association with Mumbai Indians, as an official partner for the seventh consecutive year. Slated to begin in the third week of September, the tournament will be held in the United Arab Emirates across three venues – Sharjah, Abu Dhabi, and Dubai. 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 match toss. Geared solely to cater to online/TV audiences this year, the stadium will also have massive LED screens running across the perimeter, which will showcase the Usha brand during a couple of overs of the game.

    With Covid2019-mandated restrictions in place, this cricketing season the focus is on creating virtual experiences. Usha has planned a series of activations straddling various digital platforms for growing stakeholder engagement and brand recall – online contests on days when Mumbai Indians is playing, giving consumers a chance to win an opportunity to interact with their favourite MI players through virtual meet and greets. The brand will also launch a unique digital campaign, featuring select players.

    Usha International CEO Dinesh Chhabra said, “The strength of a relationship is reflected in its longevity and more so during tough times, and our association with Mumbai Indians bears testimony to this. Just as any other industry, sports was also impacted with the outbreak of the pandemic. We are confident that this being the first live cricketing event in India after a long hiatus, its viewership is going to skyrocket with matches being aired across platforms to reach every fan and every home across the globe. Our association with Mumbai Indians gives us a great opportunity to strengthen our consumer and partner connect across categories through on-air and digital platforms. This collaboration aligns with and perfectly reiterates the Usha’s brand ethos – Play – promoting active and healthy lifestyle. Staying active at home and eating freshly cooked home food leading to better immunity takes precedence over all else in the current environment.”

    Usha International supports numerous sports, healthy and active initiatives in the country including its association with Mumbai Indians, Ultimate Flying Disc, Differently Abled Cricket, Junior Golf Training Programs, visually challenged sports (Athletics, Kabaddi, Judo and Powerlifting) and Football.

  • Usha International announces a new sewing machine campaign with actor Keerthy Suresh

    Usha International announces a new sewing machine campaign with actor Keerthy Suresh

    MUMBAI: Usha International, one of India’s leading consumer durables companies, has launched a new media campaign for Usha sewing machines featuring the brand ambassador and National Film Award winner 2018 Keerthy Suresh. 

    Aimed at amplifying consumer connect and engagement within the southern region, the 50 second television commercial has been launched in Tamil Nadu, Karnataka, Kerala, Telangana and Andhra Pradesh. In the TV commercial southern star Keerthy is featured as a blushing bride, who enters her new home and is welcomed with the familiar and warm embrace of an Usha sewing machine gifted to her by her in-laws. It captures the bond between a daughter-in-law and her in-laws beautifully. A separate 10 sec promo commercial will also be aired to announce the promotional offer of free Sewing Kit worth Rs. 500/- with every Usha Janome sewing machine.

    Commenting on the new campaign, Parveen Sahni, Business Head, Usha Sewing Machines, said, “The TV commercial is an effort to engage with southern markets for maximum reach and impact. With this campaign we are looking to connect with the consumer and bring to life the joy that comes with unleashing one’s creativity using a sewing machine. We hope to increase our brand salience as well as connect with consumers and sewing enthusiasts within these markets.”

    The new TV commercial will be aired on a mix of top vernacular general entertainment and news channels in an 8-week campaign starting 21st March onwards and will be complemented by an exciting print plan featuring Keerthy across top women and vernacular magazines with high readership in the region. The TV ads will also be aggressively promoted across all relevant vernacular digital platforms including Facebook, Instagram, Youtube and OTT’s like Hotstar, Zee5 etc.

    The TV commercial can be viewed here:  (https://youtu.be/LUIQiuDadKQ)
    TV commercial credits
    Agency: Goldilocks 
    Production house: Old School Films
    Director: Gautham Menon

  • No more ‘Single Use Plastic’, says Usha International

    No more ‘Single Use Plastic’, says Usha International

    MUMBAI: Usha International, one of India’s leading consumer durables companies, launched a new campaign for its water solutions that champions the cause of discontinuing single-use plastic. Plastic pollution is invading every part of the planet from mountains to the deep seas fast becoming one of the biggest environmental challenges the world over.

    While you may think it’s just one bottle you have discarded, there lakhs of people who think similarly, and who are collectively responsible for the 25,000 tonnes of plastic generated in Indian every single day. What more, as much as 80 per cent of this is not recycled, and at least 40 per cent remains uncollected polluting waterways, choking drainage and river systems, littering the marine ecosystem causing unmitigated harm to it. Just to put that into perspective – one tonne of plastic means about 36000 half-liter bottles. So imagine how much plastic waste we create – almost a mini-mountain a day. In fact, the issue features high on prime minister Narendra Modi’s priorities, and he has urged the citizens to discontinue ‘single use plastics’. 

    Usha International president marketing Sandeep Tewari said, “As India’s leading brand, it is our responsibility to be invested in causes that impact our society. Through this film, we want to create awareness about the impact that single-use plastic bottles, we want people to be sensitized about the damage it causes, and hope that it evokes them to change their habits. We want people to be mindful of their plastic footprint, to be mindful of the needs of the planet by urging them to switch to sustainable alternative solutions. We want to appeal to people to fill their glasses with water from dispensers – shifting off plastic bottles of water. While offering a sustainable solution, the dispensers Usha offers also ensure hygiene and safety of drinking water.”

    Raj Kaushal, the producer of the film, said, “I believe in the saying that – we do not inherit the earth from our ancestors, we borrow it from our children. This film is for my son Vir; hope we can make India free from single-use plastic.”

  • Usha International launches “Live like a Racer” TVC featuring Narain Karthikeyan

    Usha International launches “Live like a Racer” TVC featuring Narain Karthikeyan

    MUMBAI: Usha International, one of India’s leading consumer durables companies, today launched a new campaign including both digital and TVC for its recently launched ‘Racer fans’. This range is endorsed by Narain Karthikeyan, India’s first Formula One driver, who embodies its spirit. Aimed at filling the need the gap for ultra-high-speed fans with superior air delivery, the Racer fans cater to the evolving consumer who wants that ‘little bit more’. The campaign is also supported by BTL activations including a promotional scheme for trade partners, and in-shop promotions, across India.

    Commenting on the campaign Usha International president – marketing Sandeep Tewari said, “At Usha, we believe in tech for all approach to give customers what they want, so we constantly innovate and launch technologically advanced, superior products that make their lives better. The Racer fans are the result of customer demand for a superior technology offering high-speed air delivery and we are optimistic with these fans we will be creating a new segment for ultra high-speed fans.”

    Commenting on his association with Usha International India's first Formula One driver Narain Karthikeyan said, “I am extremely thrilled to be associated with Usha International for their Racer range of fans. Usha is definitely one of India’s most loved and trusted brands and filming for Racer — with racing cars, racing gloves and helmets was intense and exciting. These remote-controlled fans are convenient and pretty awesome!”

  • Usha’s new TVC celebrates association with Mumbai Indians

    Usha’s new TVC celebrates association with Mumbai Indians

    MUMBAI: Usha International, one of India’s leading consumer durables companies, launched a new sewing machine TVC campaign to leverage its continued association Mumbai Indians this cricket season. Aligned to the ‘Learn and Create’ tag line this TVC highlights how easy it is to create using Usha sewing machines.

    Commenting on the release of the TVC, Usha International Ltd president – sewing machines Harvinder Singh said, “Our aim is to encourage people to take up sewing as it is easy, fun, creative, and empowering. This TVC highlights the entire experience of learning together – the happy camaraderie among the kids and players from the Mumbai Indians team as they go about being creative in every sense. Our diverse range of sewing machines has features that are innovative and cater to the needs of every customer.” The TVC will be aired nationally during every match featuring the Mumbai Indians. The TVC will be supported by a robust digital campaign as well as BTL activations including promotional scheme for trade partners, and in-shop promotions, across India.”

  • Usha International announces initiatives to celebrate continued association with Mumbai Indians

    Usha International announces initiatives to celebrate continued association with Mumbai Indians

    MUMBAI: Usha International, one of India’s leading consumer durables companies continues its association as an official partner for the sixth consecutive year with Mumbai Indians. As part of the association, the Usha logo will be seen on the leading side caps and helmets of MI players. An Usha Experiential Zone at the outer concourse of stadia has been set up to connect with consumers.

    To celebrate this association and leverage the cricketing season, a TVC featuring Rohit Sharma, Jasprit Bumrah, and Kieron Pollard having a great time with children in a ‘Learn and Create’ workshop with Usha sewing machines is already on air across channels. In a consumer offer effective from April 10, an Usha iron worth INR 800 will be given on the purchase of any Usha Janome sewing machine. This offer will last till 31st May, or till stocks last. Additionally, an online contest will be held on the days when the Mumbai Indians team is playing. Participants have to answer three questions asked on the day and one lucky person to have answered all three answers correctly will win an Usha Janome Wonder Stitch Plus sewing machine worth INR 18,000 on every match day.

    Commenting on the association, Mr Harvinder Singh, President – Appliances and Sewing Machines Business, Usha International, said, “We are delighted to continue our association with Mumbai Indians. This association gives us a great opportunity to strengthen our consumer connect across categories, especially sewing machines.” This association further aligns USHA’s brand ethos, ‘Play’, as the brand has always been supportive of numerous sporting initiatives in the country including Ultimate Flying Disc, National Athletics Championship for the Blind, grassroots football development, Ladies Amateur and Junior Golf, and Cricket for deaf.

  • USHA International to sponsor Dr. Bharat Ram Open Sports Fest 2019 at Lady Shri Ram College

    USHA International to sponsor Dr. Bharat Ram Open Sports Fest 2019 at Lady Shri Ram College

    MUMBAI: Usha International, one of India’s leading consumer durables company, is the sponsor for the annual Dr. Bharat Ram Open Sports Fest 2019 at Lady Shri Ram College, New Delhi. This underscores the company’s commitment to encourage youngsters to adopt an active lifestyle and instill sporting spirit and values amongst them by providing them an inclusive platform to promote young talent across colleges in Delhi & NCR.

    This year, Usha International will be setting up Learn-&-Create DIY stations at the Usha Experiential zone across the three-day event to introduce students to the easy-to-use yet technologically advanced Usha Janome automatic sewing machines like Dream Maker 120, Wonder Stitch Plus, and Allure. 

    Speaking on the occasion, Mr. Harvinder Singh, President for Cooking Appliances and Sewing Machines, Usha International said, “The Bharat Ram Open Sports Fest is a place where passion and energy comes together for exhilarating performances. It’s a great privilege to partner with LSR for this as it gives us a chance to engage with the youth and promote Usha International’s philosophy of an active and healthy lifestyle. To fuel some creative passion this year, we have set up an Usha Experiential Zone with DIY work stations for students to explore their artistic side and experience Usha International’s wide range of innovative sewing machines.  To add the fun and ‘active’ quotient, there are other activities including Spin the Wheel, Ultimate Frisbee, and a Fitness Challenge to keep the excitement alive.”

    Ms. Meenakshi Pahuja, Assistant Professor, Physical Education- Lady Shri Ram College added, “Dr Bharat Ram Sports Meet, the annual sports event of Lady Shri Ram College For Women is one of the most awaited sporting event in the university circle. Here, we get to see so much potential, talent and dedication towards sports, it's inspirational and eye opening. Inspirational, as we get to see youth tap into their talent and explore leadership, peace, harmony and friendship. Eye opening in a way that doesn't just show us the growth in one's sport but also shows us the difference in our personalities and what makes us one. This sports meet is also a huge platform that encourages us to take on a healthy lifestyle, and work towards our goals."

    Dr. Bharat Ram Open Sports Meet at the Lady Shri Ram College for Women is a three-day event from 28th February to 2nd March 2019, with participation of over 1200 young sportspersons from various colleges and universities of Delhi-NCR. This event has thirteen disciplines ranging from from archery, athletics, badminton, basketball, chess, judo, lawn tennis, shooting, table tennis, volleyball, football, yoga, and para athletics.

    Usha International supports numerous sports and related tournaments in the country including Ultimate Frisbee, Ladies and Amateur Golf, Marathon, Deaf Cricket, Junior Golf Training Programs, Blind Sports (Athletics, Kabaddi, Judo and Powerlifting) and Football.

  • Usha says ‘Goodbye Dust fans’

    Usha says ‘Goodbye Dust fans’

    MUMBAI: Usha International  has launched a new TVC campaign for its latest range of ‘Usha Goodbye Dust’ fans. Conceptualised by Thinkstr around the theme ‘Dhool Hategi, Zindagi Chamkegi’, the TVC aims to connect with Indian audiences showcasing the latest range of technologically designed Usha fans, which enable consumers to keep their homes cleaner thereby supporting a healthier life.

    The TVC features an emotional narrative between a daughter and her parents depicting a relatable, real-life, commonplace scenario of Indian homes – that of cleaning a ceiling fan. Shown for the cumbersome task it is, with stubborn dust and grime making it really messy, and involving several rounds of scrubbing and cleaning with paper and cloth, the TVC walks viewers through a narrative each one can relate to, with the solution that Usha Goodbye fans offer.

    Commenting on the release of the TVC, Usha International Ltd president – marketing Sandeep Tewari said, “At Usha, our endeavour is to constantly innovate and launch technologically advanced, superior products that are in-sync with evolving customer needs and trends. Our newly launched range of Usha Goodbye Dust fans are for consumers who yearn for healthier and cleaner homes without compromising on either technology or aesthetics, each of which is intrinsic to their lifestyle. The coming months will see many more models added to this range.”

    With this TVC, we have added a new dimension to the brand imagery of USHA. The protagonist is the USHA of 2019!  Born and brought up in a small town of India, she is young, confident, well-educated, independent, and works and lives in a big city. She is at the same time caring & culturally rich. She is a perfect blend of Modernity with Tradition.  She is the ‘NEW USHA’,” he added.

    The TVC will be aired nationally targeting audiences across platforms including GEC and new channels, English entertainment channels, and will also be promoted during prime slots on various HD channels. The TVC would be supported by a robust digital campaign as well as BTL activations including promotional scheme for trade partners, and in-shop promotions, across India.

  • Usha International associates with YRF’s Sui Dhaaga – Made in India

    Usha International associates with YRF’s Sui Dhaaga – Made in India

    MUMBAI: Usha International, one of India’s leading household consumer durables company, proudly announces its association with Sui Dhaaga – Made In India produced by Yash Raj Films and starring Bollywood heartthrobs Varun Dhawan and Anushka Sharma. As the pioneers of sewing machines in India when they started in 1936, Usha International is today a leading sewing machine brand in India and offers a range of technologically advanced solutions to cater to a wide variety of sewing needs.

    Sui Dhaaga – Made in India celebrates and is aligned with Usha’s philosophy of swadeshi and ‘Make in India’ through the heart-warming story of Mauji (Varun Dhawan) and Mamta (Anushka Sharma). The film showcases their passion and talent which progresses in life and creates a fashion label Sui Dhaaga – Made In India, reinforcing the fact that sewing in deeply entrenched across classes and masses in India and has the potential to bring about impactful socio-economic change in the lives of people who use it to further their passion and creativity. Usha sewing machines are an integral part of the film both visually and thematically.

    Usha has been promoting sewing in India for decades inspiring people to create, innovate, and experience the joy of sewing. Associating with a film like Sui Dhaaga – Made In India that highlights the struggles of the marginalized and creative people, underscores Usha’s commitment to partnering with initiatives that focus on empowerment and showcase how sewing can be a game-changer that can potentially transform lives. 

    Talking about the association, Mr. Harvinder Singh, President – Sewing Machines & Appliances, Usha International Ltd, said, “Usha is very proud to be associated with Sui Dhaaga – Made In India, a film that celebrates the entrepreneurial spirit that exists across India. The movie is in perfect synergy with our philosophy that sewing is a skill that anyone can learn and use to elevate their quality of life, and also serves as a powerful tool to mainstream the marginalized. We are definitely looking at this association to connect with the masses and bring to life the joy that comes with unleashing one’s creativity using a sewing machine and, of course, the potential economic benefits that follow. It could be a person in a small town who wants financial independence or then a corporate leader who wants a creative outlet.” 

    Manan Mehta, Vice President – Marketing & Merchandising, from Yash Raj Films said, “Unarguably, Usha is synonymous with sewing machines in India for over eight decades so it was a win-win situation for both of us. Am happy to have Usha partner us in the co-marketing journey of Sui Dhaaga – Made In India. With innovative ideas for co-promoting the agenda of self- reliance and dignity of labour, Usha along with Sui Dhaaga – Made In India will endeavour to spread this message as far and wide as possible.”

    Usha’s association with Sui Dhaaga – Made In India goes beyond the in-film placements and the co-branded communication – there is a whole slew of on-ground and online activities and competitions in the pipeline with thousands of prizes to be won. 

    Contests for consumers and dealers will begin soon and lucky winners can win prizes that range from an invite to the meet-and-greet with Varun and Anushka to sewing machines. To know all about the contests and win exciting prizes follow us on #ushasew.