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It’s a double attack by Usha International, makers of fans and kitchen appliances, at the Indian Premier League this year.
The company, which is already one of the official sponsors of the Chennai Super Kings team, has amplified its association with the IPL tournament by signing up as the on-air associate partner of Multi Screen Media, which holds the broadcast rights to the tournament.
“This is the second year in a row with CSK, which is so far the most successful brand in the IPL. This association gave us positive mileage last year that the next logical step was to extend it to the IPL property itself, as this tournament cuts across geographic, socio-economic boundaries, much like our products,” said Richa Singh, General Manager – Marketing. Last year, Usha’s marketing was restricted to visual merchandising at its own stores and other retail showrooms. This year, it is also focusing on television and radio. A brand commercial showcasing Usha’s new range of fans and appliances is already on air, on Sony Six and SET Max.
As the tournament progresses into the second week, Usha will come out with another TV film, featuring a contest for cricket fans. The contest will also be promoted on social media, on Radio Mirchi, at stores and malls. Winners will get a chance to meet the players from CSK.
Analysts point out that TV rates have softened this year from last year, encouraging more sponsors to queue up.
Marketing spend
Usha has hiked its marketing spend on IPL significantly this year, said Singh, without divulging any figures.
Apart from TV ad rates, Usha has also had to fork out more this year compared with last year on CSK’s sponsorship. (CSK sponsorship charges go up incrementally each year.)
April and May are generally strong months for Usha’s fans business. “The CSK association pushed up sales noticeably last year. This year, we expect a significant spurt.”
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