USHA turns on heat with IPL association

The latest campaign around IPL aims to increase brand visibility at a budget of Rs 30-40 crore.

Consumer durables company USHA International's fans business increases to a large extent during summer. The company thus spends a majority portion of its marketing budget during this season to increase visibility and tap consumers. This year, the timing also coincides with the IPL season. To leverage the tournament and amplify its association with the IPL team Chennai Super Kings, the brand has partnered with Multi Screen Media (MSM) as broadcast associate sponsor of IPL 6 on SET Max. Also, it has launched the 'USHA Air Play Challenge' contest, which aims to engage cricket fans and increase brand visibility.

The insight behind Air Play Challenge is that there is a cricketer hidden in almost every Indian boy/man. Although they do not wear the team's blue jersey, they are equally involved with the team and the game. Leveraging this simple concept, the brand decided to invite people to share their favourite stances.

Three television commercials designed by McCann have been filmed as a part of the campaign, of which two have already been rolled out. The tagline, 'We just don't study air, we play with it' blends well with the contest and urges people to share their best bowling or batting stance, which will be evaluated by a senior journalist for prizes.

More than 800 spots have been booked on SET Max and Sony Six, along with an on ground activity in association with the radio partner, Radio Mirchi, in seven cities across the country in select malls.

Radio jockey mentions promote the campaign and invite people to the chosen malls. The two day activity in each city involves batting and bowling, where on Day 1 the RJ asks questions related to cricket to participants, while on Day 2, participants question RJs and win tickets or USHA goodies.

On the digital front, people can submit their videos at YouTube ( People participating in the on ground activities at the malls will also get some of their videos uploaded on YouTube.

The campaign was launched on April 12 and the brand has collected more than 100 films. It will be on for the entire duration of the IPL, till May 26.

The marketing budget for the IPL campaign is in the range of Rs 30-40 crore.

Richa Singh, head, marketing, fans and lights, USHA International, says, "IPL 6 was a logical platform for us to promote the brand as it cuts across all socio-economic categories and reaches out to a mass audience. Also, in the months of April-May, the sale for fans increases and we need to be active and reach out to consumers."

She adds that the brand has launched new range of appliances and the IPL provided a good platform to promote the products.

The brand is running a parallel campaign for children on all kids' channels. Two television commercials featuring cartoon characters Chhota Bheem and Doremon have been launched to create buzz and excitement among the younger generation. Apart from on ground activities in malls, more than 2,400 spots have been booked on kids channels such as Cartoon Network, Pogo and Disney.

USHA has been associated with Chennai Super Kings for two years but has amplified its association this year. The brand is running nine films on TV, of which three promote its fans and three promote home appliances.

USHA International is a 75 year old company with a turnover of about Rs 2,000 crore. It has 16 location offices, 60 company showrooms, 34 warehouses and 200 service centres backed by an in-house customer call centre. Headquartered at Gurgaon, India, Usha has overseas offices in China and Sri Lanka. The company exports its products to over 30 countries. Some of the products that are marketed under the brand name are electrical appliances, fans, sewing machines, power products, water coolers and dispensers, inverters and auto components.