September 2020:Usha International, one of India’s leading consumer
durables company continues its association with Mumbai Indians,as an official partner for the seventh consecutive
year. Slated to begin in the 3rd week of September, the 13th
edition ofthe tournamentwill be held in the United Arab Emirates across three
venues – Sharjah, Abu Dhabi, and Dubai. As part of the association, the Usha logo will be seen on the leading
side caps andhelmets of MI players and on the mat during match toss. Geared
solely to cater to online/TV audiences this year, the stadium will also have
massive LED screens running across the perimeter, which willshowcase the Usha
brand during a couple of overs of the game.
With Covid-mandated
restrictions in place, this cricketing season the focus is on creating virtual
experiences. Usha has planned a series of activations straddling various digital
platforms for growing stakeholder engagement and brand recall – online contests
on days when Mumbai Indians is playing, giving consumers a chance towin an
opportunity to interact with their favourite MI players through virtual meet
and greets. The brand will also launch aunique digital campaign, featuring select players.
Commenting on the
association, Mr Dinesh Chhabra, CEO, Usha International, said, “The strength of a relationship
is reflected in its longevity and more so during tough times, and our
association with Mumbai Indians bears testimony to this. Just as any other industry, sports was
also impacted with the outbreak of the pandemic. We are confident that this being
the first live cricketing event in Indiaafter a long hiatus, its viewership is
going to skyrocket with matches being aired across platforms to reach every fan
and every home across the globe. Our association with Mumbai Indiansgives us a
great opportunity to strengthen our consumer and partner connect across
categoriesthroughon-air
and digital platforms. This collaboration aligns with and perfectly
reiterates the Usha’s brand ethos – Play – promoting active and healthy
lifestyle. Staying active at home and eating freshly cooked home food leading
to better immunity takes precedence over all else in the current environment.”
Speaking
on the continued partnership, Mumbai Indians spokesperson said, “Our long
standing association with Usha International exuberates a sense of pride and
trust between the two brands. We value our partnership with Usha and look
forward to yet another season of cricketing extravaganza with our fans.”
Usha International supports
numerous sports, healthy and active initiatives in the country including its association
with Mumbai Indians, Ultimate Flying Disc, Differently Abled Cricket, Junior
Golf Training Programs, visually challenged sports (Athletics, Kabaddi, Judo
and Powerlifting) and Football.
For more information, please visit:
Website: www.usha.com
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