Usha International is leveraging the Indian Premier League (IPL) 2017 to improve its brand recall and make the brand relevant to the youth of today.
“Associating with sporting events from college level sports to national level sports has helped us be identified with the youth and the current generation as a brand that is very much relevant,” said Jayati Singh, Vice President – Marketing, Cooking Appliances and Sewing Machines, Usha International. The brand, it seems, is making a conscious attempt to create an image that resonates with today’s consumers while also building on its 83-year-old legacy.
The brand which is popularly known for its fans and sewing machines is now trying to develop a brand image that associates it with active lifestyle, health, and healthy living. To that end, Usha International has, over the years, allied with multiple sports be it cricket, golf, football, or Ultimate Frisbee. “This year, particularly, our attempt has been to use the association with Mumbai Indians to promote our cooking appliances,” said Singh. She said that sports marketing forums like the IPL provide a good platform for brands to become more visible.
Singh said that while it is difficult to measure the impact of the association with the Mumbai Indians team over the last four years, the association with IPL and the team has given an indirect impetus to online sales of Usha products. Singh revealed that sales of Usha International products have doubled on e-commerce platforms in the last one year, driven by effective use of targeted advertising and consumer ratings and reviews.
As part of the association, the Usha logo is seen on the leading side of caps and helmets of MI players. Usha will also have significant brand exposure at the Mumbai Indian’s home ground, Wankhede stadium, along with in-stadium promotional rights on match days. In addition, Mumbai Indians team members Rohit Sharma, Mitchell Johnson and Jonty Rhodes have come together in Usha International’s IPL ad campaign to whip up a mouth-watering breakfast using Usha cooking appliances. Usha International is also running multiple online contests, whose winners will get a chance to watch Mumbai Indians play on ground.