Grey Group India Wins Creative Mandate of Usha Fans
Usha International, a consumer durable brand, has assigned Grey Group India to handle the creative duties of Usha Fans. The account was won in a multi-agency pitch process and will be handled by the agency’s New Delhi office, under the leadership of Samir Datar, vice president and branch head of Grey New Delhi.
Commenting on the development, Mr Bharat Kharbanda, marketing head – Fans said: “We are very excited about this association and are confident to grow our business to new heights."
“What excited us is the fact that for consumers, Fans 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,” said Datar.
Dheeraj Sinha, chief strategy officer of Grey Group South & South East Asia said, “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 lineup, 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 Ltd., is a trusted household consumer durables company with a turnover of about Rs.2000 crores today.
All the products including electrical kitchen appliances, fans, sewing machines, power products, water coolers and dispensers, inverters and auto components are marketed under the ‘Usha’ brand name. Building on its 78 year old heritage with knowledge and vibrancy of today, the company has grown from strength to strength developing an infrastructure of 16 location offices, 64 company showrooms, 34 warehouses and 220 service centres backed by an in-house customer call centre. Headquartered at Gurgaon, Usha has overseas offices in China and Sri Lanka.