Usha launches new campaign for the mixer grinder range

Usha International, one of India’s leading consumer durables company has launched a new campaign highlighting its mixer grinder range. With the central theme being ‘Peedhi dar peedhi haath batate hue Usha Kitchen Appliances’, the campaign promotes the Usha mixer grinder range as a reliable kitchen companion for all food preparation needs.

Commenting on the campaign, Ms Jayati Singh, Vice President-Marketing for Cooking Appliances and Sewing Machines, Usha International, said, “The mixer grinder category is among the top business categories in the kitchen appliances segment and hence, we have launched a dedicated campaign that strikes an emotional chord with the consumers. The campaign seamlessly establishes the USP of the mixer grinder range and its lasting performance owing to the quality of product and brand assurance. The intent of this campaign is to drive positive and emotional association of Usha as one of the most trusted Indian brands with mixers grinders and kitchen appliances in general.”

The TVC which is an integral part of campaign builds on the emotional connect between a daughter and her mother and highlights the Usha mixer grinder as a prefered product. It opens with the mother, preparing fresh masalas and chutneys for the family using a batán (silbata). Her daughter who has recently secured a job and got her first pay cheque is excited to celebrate the moment with her family. Her younger brother demands a new pair of shoes as a gift while the mother is busy with breakfast preparations. Thereafter, the daughter is shown noticing her mother’s coarse hands and the hassles she has to go through while preparing food for the family. This leads to the daughter deciding to gift an ‘Usha Mixer Grinder’ to her mother trusting it as a reliable companion for all food preparation needs.

The TVC can be viewed here

The Usha mixer grinder campaign is rolled out across various platforms across the country including cable television, radio and 583 cinema screens in select 48 cities. The campaign is being run in 7 languages and will be further leveraged through online media to sustain the momentum. The company will also be utilizing BTL like in-store and market activations to highlight product USPs and to aid the brand recall in the market.

TVC Credits

Agency: Goldilocks India Pvt. Ltd

Director: Raj Kaushal

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