New Delhi : Usha International, the manufacturers of Usha Fans has assigned the creative duties to Grey Group India. The account was won in a multi-agency pitch process and will be handled by the agency’s Delhi office, under the leadership of Samir Datar, Vice-President and Branch Head, Grey Delhi.
Commenting on the development, Bharat Kharbanda, Marketing Head, Usha Fans, said, “We are very excited about this association and are confident to grow our business to new heights.”
Samir Datar added here, “What excited us is the fact that for consumers, fan as a category has become low involvement and consumers don’t realise the technology advancements that have been made to not just make the fans more stylish, but also far superior at the benefit they are supposed to deliver. The brief was to enhance the focus on the category and we expect the communication to take that challenge head on.”
Dheeraj Sinha, Chief Strategy Officer, South & South East Asia, Grey Group, remarked, “From how it used to be, say two decades ago, things have changed dramatically in our lives – the way we connect to each either, the way we listen to our music, the way we cook our food and so on. The category of fans, however, hasn’t seen much innovation during the last few decades. Usha has some remarkable technology and design in their line-up that fits in our modern day living. We are looking forward to be a part of the journey where we redefine how India looks at fans.”
Usha International has a turnover of about Rs 2,000 crore today. The household consumer durables company has a vast product range spanning electrical kitchen appliances, fans, sewing machines, power products, water coolers and dispensers, inverters and auto components that are marketed under the ‘Usha’ brand name.