New Delhi: Usha International launched a new sewing machine TVC campaign to leverage its continued association Mumbai Indians this cricket season. Aligned to the ‘Learn and Create’ tag line this TVC highlights how easy it is to create using Usha sewing machines.
Set in a ‘Learn and Create’ workshop with all the kids happily engaged in the activity, till they have unexpected visitors in the form of Rohit Sharma, Jasprit Bumrah, and Kieron Pollard, players from the Mumbai Indians franchisee. With glee writ all over their faces the young ones gather around to join forces with Rohit and Bumrah and place their alphabets together to read ‘INDIA’, at which point Pollard joins in and adds ‘N’ and ‘S’ with a smile and an inclusive wave…the kids then add another word above it resulting in a display of beautiful colourful embroidered initials that reads MUMBAI INDIANS. The TVC walks one through a happy and positive narrative and innocent joyfulness!
Commenting on the release of the TVC, Harvinder Singh, President – Sewing Machines, Usha International Ltd said, “Our aim is to encourage people to take up sewing as it is easy, fun, creative, and empowering. This TVC highlights the entire experience of learning together – the happy camaraderie among the kids and players from the Mumbai Indians team as they go about being creative in every sense. Our diverse range of sewing machines have features that are innovative and cater to the needs of every customer.” The TVC will be aired nationally during every match featuring the Mumbai Indians. The TVC will be supported by a robust digital campaign as well as BTL activations including promotional scheme for trade partners, and in-shop promotions, across India.