Ex | Reaping from IPL partnership: USHA's Richa Singh

With cricket’s popularity at its high during the annual Indian Premier League (IPL), the cricket carnival has provided a new summer season opportunity to consumer brands and companies having a B2C presence. It is not surprising that brands look at IPL for association of different kinds and also look forward to time their important product launches around this time. Leading consumer durables company, USHA International too has continued its association with IPL and has its partnership with Chennai Super Kings as official sponsors for the second consecutive year. It has also partnered with Multi Screen Media (MSM) as broadcast associate sponsor of IPL 6 on Set Max.

With an estimated budget of around Rs 30 -40 crores for on the ground and commercials earmarked coupled with new product launches, USHA’s plan this year is to strengthen the brand presence and visibility through CSK and IPL.  It has brought in a host of exciting contests and activities for the IPL fans across the country. Further launch of new age kitchen appliances and decorative fans have been planned. New brand promotions and communication on TV has been rolled out to strengthen the brand.

Says Richa Singh, General Manager Marketing (Fans & Lighting), USHA International while talking to Adgully, “Our marketing plans around the 55 day cricket festival will help us build the USHA brand to a new high. USHA International entered the IPL pitch last year as a co- sponsor of CSK team. The experience was great and our step in this direction proved beneficial for us. Thus this year, we have strengthened our relationship with IPL.”

In fact IPL is an apt platform for USHA as this has emerged as one of the media events to cut across age groups, socio economic classes and geographical boundaries providing an opportunity to connect with one and all.  “Through IPL we are seeking high visibility in peak season of products such as fans and appliances,” adds Singh.

Among the various ATL and BTL events, USHA has partnered with Multi Screen Media (MSM) as broadcast  associate sponsor of IPL 6 on Set Max. New brand promotions and TVCs have been launched, a couple of them already on air. Says Singh, “We are also doing activities in digital space as well as consumer engagement programs like contests which have been rolled out pan India.” With multimedia presence, USHA International is all geared to thrill and excite its consumers through on-air campaign, digital campaign and on-ground mall activations in metros and mini metros, till the conclusion of the event which will coincide with the end of summer too.

USHA International Limited is a trusted house hold consumer durables company with a turnover well over Rs. 1800 crores today. Building on its 75 year old heritage with the knowledge and vibrancy of today, the company has grown from strength to strength developing an infrastructure of 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 Srilanka. Company exports its products to over 30 countries. Products marketed under the USHA brand name include electrical appliances, fans, sewing machines, power products, water coolers and dispensers, inverters and auto components.