Usha Sewing Machine has called for a creative review. The multi-agency pitch will happen in Delhi. The incumbent agency for Usha’s sewing machine category is Ogilvy & Mather.
Sources close to exchange4media have confirmed the development; however, the size of the account could not be ascertained at the time of filing the report.
The brand wants a campaign that would position Usha as a category creator. It wants to reinvigorate the sewing category, thereby making it a desirable activity relevant to the current generation.
Last year, the brand launched a campaign called ‘Create your World with Thread Art’ that highlighted the new range of sewing machines elevating stitching to the next level where it is considered to be a form of art – Thread Art.
The brand made a comeback in 2009 with a corporate campaign and a jingle, ‘Usha Hai Toh Asha Hai.’ The ad was a part of the Aura campaign launched by the company to revive the name of the company in the minds of its customers.
Though the company ventured into other categories such as ceiling fans, water pumps, mixer-grinders, engines and water dispensers, the brand is still largely associated with sewing machines. Usha sewing machines were introduced in 1940. Till today, it is the largest selling brand in the country.
For the record, Usha International is a multi-product consumer durable manufacturing, marketing and distribution company with a turnover of about Rs 2,000 crore. Headquartered at Gurgaon, it has 16 location offices, 33 warehouses and 60 company showrooms in 43 cities.