Usha launches new campaign to bid goodbye to dust fans
Conceptualised around the theme ‘Dhool Hategi, Zindagi Chamkegi’, the TVC showcases the latest range of technologically designed Usha fans which enable consumers to keep their homes cleaner
Published - 23-February-2019
Usha International, one of India’s leading consumer durables companies, is all set to launch a new TVC campaign for its latest range of Usha Goodbye Dust fans. Inspired by the lotus, the range features dust, water, and oil-repelling qualities, like the lotus flower that remains pristine at all times. Aligned to the same and conceptualized around the theme ‘Dhool Hategi, Zindagi Chamkegi’, the TVC aims to connect with Indian audiences showcasing the latest range of technologically designed Usha fans, which enable consumers to keep their homes cleaner thereby supporting a healthier life.
The TVC features an emotional narrative between a daughter and her parents depicting a relatable, real-life, commonplace scenario of Indian homes – that of cleaning a ceiling fan. Shown for the cumbersome task it is, with stubborn dust and grime making it really messy, and involving several rounds of scrubbing and cleaning with paper and cloth, the TVC walks viewers through a narrative each one can relate to, with the solution that Usha Goodbye fans offer.
Commenting on the release of the TVC, Sandeep Tewari, President - Marketing, Usha International Ltd said, “At Usha, our endeavour is to constantly innovate and launch technologically advanced, superior products that are in-sync with evolving customer needs and trends. Our newly launched range of Usha Goodbye Dust fans is for consumers who yearn for healthier and cleaner homes without compromising on either technology or aesthetics, each of which is intrinsic to their lifestyle. The coming months will see many more models added to this range.”
With this TVC, we have added a new dimension to the brand imagery of Usha. The protagonist is the Ushaof 2019! Born and brought up in a small town in India, she is young, confident, well-educated, independent, and works and lives in a big city. She is at the same time caring and culturally rich. She is a perfect blend of Modernity with Tradition. She is the ‘New Usha’,” he added.
The TVC will be aired nationally targeting audiences across platforms including GEC and new channels, English entertainment channels, and will also be promoted during prime slots on various HD channels. The TVC would be supported by a robust digital campaign as well as BTL activations including a promotional scheme for trade partners, and in-shop promotions, across India.
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