Usha finds new 'asha' in Draftfcb Ulka; awards creative mandate

The win comes on the back of a multi-agency pitch that took place in Delhi. The incumbent agency for Usha's sewing machine category is Ogilvy & Mather

e4m by Twishy
Updated: Aug 20, 2013 8:03 AM
Usha finds new 'asha' in Draftfcb Ulka; awards creative mandate

In a significant development, the category creator, Usha sewing machines, has awarded its creative duties to Draftfcb Ulka. It seems that cupid has struck again after years as the agency has been given the creative mandate for the second time.

The win comes on back of a multi-agency pitch that took place in Delhi. Sources familiar with the development confirmed the news to exchange4media, but no official confirmation was received at the time of filing the report. It may be recalled that exchange4media had reported that the brand was scouting for a creative partner. Usha Sewing Machine scouts for creative agencies

The brand wanted a campaign positioning Usha as a category creator and reinvigorating the sewing category, thereby making it a desirable activity relevant to the current generation.

The incumbent agency for Usha’s sewing machine category is Ogilvy & Mather, and 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. Seen as a beacon of hope by consumers, the brand made a comeback in 2009 with a corporate campaign and a jingle, ‘Usha hai toh asha hai’, crafted by Ogilvy & Mather.

The most trusted brand in the category was threatened with the changing trend and the fact that sewing machines started disappearing from Indian homes. Hence, Usha needed an image make-over on the product side. The brand was revamped by Draftfcb Ulka from the age-old black sewing machines to bright colours, including green, ivory, purple, etc. to give a stylish appeal.

The agency has to once again stitch together a brilliant piece of communication to establish connect with the target group and reinforce the long-standing belief in the category leader.

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