Looking to partner more with Mumbai Indians: Marketing Head of Fans, Usha International

Manish Kapoor on the brand's nationwide campaign, associating with Mumbai Indians and how they plan to leverage IPL 2018 to stir excitement for the fans category and their consumers

e4m by Misbaah Mansuri
Updated: Apr 16, 2018 8:56 AM

Consumer durables company, Usha International has launched a nation-wide integrated campaign that connects Usha Striker fans with Mumbai Indian players who are strikers in their own league. The brand is all set to enhance engagement through a host of activities for all cricket lovers, and its trade partners, distributors, dealers, retailers, and customers, pan India.While the Usha logo will be seen on the leading side of helmets and caps of MI players as part of the association, the company will also have significant brand exposure at the Mumbai Indian’s home ground, Wankhede Stadium. Manish Kapoor, Marketing Head-Fans, Usha International spoke to exchange4media on the same. Edited excerpts:

Why Mumbai Indians as a partner and what is the creative connect between both brands?

Usha’s association with Mumbai Indians was a very natural choice that we have taken since a long time now. Here we have tried to take it to another level as it is one of our key products. If you look at the brand and association, both of them are structured in terms of performance. MI has been able to win IPL three times and Usha is an established brand in the market. However, we have taken the association to another level with our fans specifically with Striker model. We thought we must see the common ground that we can reach between Usha and MI with striker fans in perspective and we found that both are best performing and Mumbai Indians itself is a striker team.

IPL is a great platform for us. The season that the IPL operates in and the fan season, coincide. Hence, IPL is a very exciting platform for us to build our consumer stories, specifically with Mumbai Indians coming in as our partners. We’re looking at further pushing our association with Mumbai Indians.

What was the creative brief behind your ad film released for IPL 2018?
The creative thought was around striker meeting striker. The entire
creative thought is around who is the real striker? We have two more ad films which are still under finalisation. It’s a fun, cheeky way of saying that both are strikers in their unique way in terms of performance. We are also accentuating this with a digital plan which will be around the same idea, apart from a contest.

Tell us about the consumer engagement initiatives – ATL & BTL undertaken by the brand?

We have come up with posters and digitally-autographed bats from the team itself. Overall, we are looking at building excitement around this association/

How do you see all these activities benefiting the fan category?

The category itself is a low-involvement category. So whatever you do in terms of communication is to build interest around the category and excite the consumer around your product. I think this is a great platform to do that. And consumers also look at interesting ways of communication that happen within this category.

Tell us about the expected reach of the campaign and the marketing mix?

It’s a nationwide campaign. It’s been done in seven languages and we will have a high reach in this one. (We) Have invested quite a bit in terms of production and media moneys to be spent on this one. For us, TV serves as the lead medium but supported by digital, which is interactive, and would help us build engagement with the consumer.

IPL 2018 has a list of 80 advertisers. With so many brands and so much happening, how are you still ensuring that your brand will break through this clutter and manage to garner the expected brand-recall?

With so much around, there are a couple of things that make a difference. One is the entire storytelling or the content and you will see that difference in the campaigns we’re building. The other way of looking at this is where do we want to be present and this is specific to the target audience that we cater to aged from 28-35 from a demographic point of view and how to reach them, which is another area we have worked strategically on. 

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