By all means, the recently concluded IPL season was a whooping success, drawing in millions in viewership on digital and TV. For over three months, brands that associated with the tournament got to be a part of viewers' daily lives, leveraging the event's sheer reach. Some brands have also extended their association with their sponsored teams well after IPL was concluded for the year. One such brand is the electronic consumer durables company Usha International.

The brand has been supporting Mumbai Indias for almost a decade now. Apart from the IPL, the brand has also associated with the team in the UAE T20 league supporting MI Emirates.

We caught up with Komal Mehra, Head – Sports Initiatives and Associations, Usha International to talk about their keen interest in sports, supporting women's sports as well as rural sports. Mehra spoke to us about the various aspects of their partnership and how it is helping the brand.

How does a sporting event like IPL add value to a brand like Usha with respect to positioning, credibility, and awareness?

Associations with sports at all levels, from global, national, local, and even at the grassroots add volume to a brand’s credibility and reliability, especially in a country like ours where there is so much love and dedication for sports. As for the short format cricketing league, more than a sporting event, it has become global that is all pervasive and inclusive, making cricketers the aspirational role-models for the younger generations.

When it comes to marketing, it is an excellent platform as cricket fans are no longer mere spectators, they are communities that are vocal and participative. As a sport, cricket is watched in every corner of the country, and across the globe too, helping us connect with our target audiences.

Usha's association with the Mumbai Indians aims at highlighting the spirit of sportsmanship, health and fitness, as well as to leverage it to interact with our audiences and build brand awareness. Our partnership with Mumbai Indians also gives us an opportunity to build brand loyalty and long-term relationships with our partners and consumers.

Tell us about the nature of your association and how long is it going to last.

Our relationship with the Mumbai Indians has grown deeper with each passing year. We have taken our commitment to supporting and encouraging the spirit of sportsmanship beyond India with MI Emirates for the UAE's top T20 league 2023. Extending our partnership with the now champions of MI Women’s team in the debut season is in line with our efforts to support inclusivity. It’s a great way to solidify our engagement with consumers and has indisputably enhanced Usha's brand recall and exposure.

Our association with an exceptional team throughout this remarkable journey has been a phenomenal success, positively impacting both our business and our stakeholders.

Talk to us about the campaigns, why do you think it is the right time for you to run it in the audiences?

We have a 360-degree campaign that we roll out every season that comprises print, digital, social as well as ATL and BTL. This is the best time to capitalise on the cricket fervour amongst fans and potential customers.We have recently launched our new TVC – Joy of Air – featuring Usha Striker fans and MI players on our social media channels.

A major part of our digital activation is done through the “Wrong’Un contest” and “Usha Play Player of the Match” voting for Mumbai Indians throughout the series on Usha Play. Usha Play is the digital platform on Instagram, Facebook, Twitter, and YouTube, through which we reach out to the thousands of Mumbai Indians fans and our consumers all across the country.

Tell us which is your preferred medium to run the campaigns? Which one helps you to reach a better audience is it TV or Digital?

Communications have evolved multifolds in today’s digital era. While the value of TV can never be forgotten, the power and impact of digital media can certainly not be overlooked while building campaigns.

At Usha, we aim to tie all our marketing initiatives with an integrated approach - one that involves a fair mix of advertising, PR, and digital marketing. This further enables our messaging to reach a wider set of audiences. We are always seeking newer ways to engage with our customers and strengthen our position in the Indian market.

You recently also partnered with Mumbai Indians’ team for Women’s Premier League. How has Usha been supporting women-oriented sports initiatives, besides this?

From golf and cricket, to Mallakhamb, Thang Ta, archery, tug of war, flying disc, and yoga, we support multiple sporting events throughout the year to promote the spirit of a healthy and active lifestyle in regions across the country, while also encouraging and ensuring participation by women across ages and levels.

Usha also promotes various traditional sports across India with the help of the women of Silai Schools, to re-familiarise regions with almost-forgotten indigenous sports activities among the local communities. A testament to the success of Usha’s Silai School initiatives is the journey of our Silai School Partner, Ms Suman Devi who is a homemaker, entrepreneur, and now also a regional coach for the sport - Satoliya.  She is one of the first women to have become a coach in the village of Hirapura in Rajasthan. She successfully coaches a team of 11 girls with the aim to reignite the lost spark of traditional sports at the grassroot level.

What is your role in driving Usha's 'Play' brand ethos?

Sports is an integral part of Usha's ethos as a company. It is intrinsic to our values and acts as a medium for us to instill the spirit of a healthy lifestyle and empower communities, particularly women and children, in the remotest areas of the country. As a brand, we want to encourage young athletes from all over to participate more and add ‘play’ to their day-to-day lives. We also aim to bring back our indigenous sports and encourage inclusivity while stirring up change at the grassroots level.

We lead various initiatives in line with this vision at Usha International and over the years, we have worked towards reviving, strengthening, and promoting a wide array of sports and games as part of Usha’s legacy and ‘Play’ ethos.

What are the three mantras that you follow to reach a wider audience and get a better ROI?

Here the aim goes way beyond and above RoI. Right intent, hard work – lots and lots of it, and a never-say-die attitude is what have been the cornerstone of a journey so far.