New Delhi: USHA International, one of India’s leading consumer durable companies continues its association as an official partner for the third consecutive year with the Indian Premier League defending champions- Mumbai Indians.
Starting April, USHA has initiated a 360 degree campaign across product categories and lined up special product launches to leverage the IPL season enthusiasm. This IPL season, USHA is all set to spread awareness on active living through a slew of campaigns spanning across TV, radio, BTL, digital and on-ground activations in metros and mini metros. Blending the cricket zeal with the power of digital, the brand is introducing a unique campaign #MIActive (Mumbai Indians Active) to bring awareness and reinforce active lifestyle.
Additionally, a special performance driven incentive scheme will run concurrently to inspire USHA trade partners to perform like champions. The best performers will get a chance to meet the marquee Mumbai Indian team players at a ‘Meet & Greet session.’
As part of the association, the Usha logo will be seen on the leading side caps and helmets of MI players. Additionally, ‘Usha Play’ will be seen on the perimeter boards and jumbo screen on grounds. This year, imbibing the spirit of champions, Mumbai Indians, USHA branding is strategically placed on the busiest and most active mode of transportation in Mumbai - local trains. The ad banners on the trains highlight the diverse range of USHA products like fans, coolers, toasters, sewing machines that connect back to the core #MIActive campaign.
Commenting on the association, Komal Mehra, Events Head, Usha International said, “The growing awareness to stay healthy and active among consumers, and association with Mumbai Indians has helped strengthen brand USHA in the last two years. As we continue to partner for the third consecutive year, we are all set to amplify our association with the well-rounded #MIActive campaign that seamlessly integrates the core message of our brand ‘active living’ and our product offerings. We aim to care for our consumers and strengthen their relationship with brand USHA to drive maximum benefit from this association.”
This association is in line with USHA’s brand ethos, ‘Play’ as the brand promotes active lifestyle through its numerous sporting initiatives along with its wide range of healthy cooking appliances. New age appliances from the company, like InfinitiCook Halogen Oven, on the go blenders, air coolers with ionizers also represent USHA’s commitment to promote an active and healthy lifestyle.
USHA has always been supportive of numerous sporting initiatives in the country like Ultimate Flying Disc, IPL, Football, Marathon, Ladies Amateur and Junior Golf, and Cricket for deaf.
According to the AC Nielson Survey 2015, USHA is the most trusted Indian brand in the consumer durables industry.