Usha International, the consumer durable company, has launched a campaign for its latest range of Usha Goodbye Dust fans. Inspired by the lotus, the range features dust, water and oil-repelling qualities such as the lotus flower that remains pristine at all times.
Aligned to the same and conceptualised around the theme âDhool Hategi, Zindagi Chamkegiâ, 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.Â
The TVC features an emotional narrative between a daughter and her parents depicting a relatable, real-life, commonplace scenario of Indian homes â 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.
Sandeep Tewari, President, Marketing, Usha International Ltd., said, âAt 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 are 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.â
âWith this TVC, we have added a new dimension to the brand imagery of Usha. The protagonist is the Usha of 2019.Â Born and brought up in a small town of 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 perfectÂ blend of modernityÂ with tradition.Â She is the âNew Ushaâ,â 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 promotional scheme for trade partners, and in-shop promotions, across India.
Client: Usha International
President, Marketing, Usha International Ltd. : Sandeep Tewari
Production House: Show & Tell Productions
Director: Vibhu Puri