Usha unveils co-branded TVC with Shabaash Mithu, starring Taapsee Pannu

Following its association with the film Shaabash Mithu – a biopic on the accomplished cricketer Mithali Raj, who is also the company’s brand ambassador, Usha International today launched a co-branded TVC, featuring Taapsee Pannu, who is essaying Mithali’s role in the film produced by Viacom18 Studios.

The TVC highlights Taapsee Pannu enacting Mithali Raj’s journey as a cricketer, and finds the connect between her hard work and the work done by the Usha’s Collosal DLX Wet Grinder on how to make a better batter, making for impactful brand integration.

Commenting on the launch of the TVC, Saurabh Baishakhia, President, Usha Appliances, said, “The co-branded TV commercial featuring actor Taapsee Pannu and the Usha Wet Grinder is so on-point with its ‘you have to work hard to make a better batter’ just like our powerful machine and Mithali's inspiring journey as a cricketer. Mithali's longevity and accomplishments as a cricketer is unmatched as is the superior batter quality and durability the Usha Wet Grinder that comes with an unmatched 10 year warranty."

The commercial will air during the much awaited one-off Test match India vs England starting 1st July. In anticipation of a huge audience interest, we will be airing the Usha and Shabaash Mithu’s co-branded TV commercial between 1st – 5th July, on multiple channels – SONY SIX SD, SONY SIX HD, TEN 3 SD, TEN 3 HD, TEN 4 SD, TEN 4 HD. The 30 and 20 sec edits will be played during the match between 3.00 PM – 11.00 PM IST on all 5 days.

We will also be airing the TVC from 15th July for a week in cinemas across the country.

Usha’s campaign will also include strategically placed in-film branding, digital activation, and online contests, celebrity meet-and-greet. In the movie, Usha will be visible in relevant scenes including several match sequences, home scenes, award functions, and press conferences in the movie. In one of the scenes, Taapsee is seen using the Wet Grinder while doing household chores.