Usha Lexus scouts for creative partner for its home appliances business

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | September 22, 2011
The multi-agency pitch is currently underway in Delhi. The creative pitch has been called to give the company's home appliances business a further push in the market.

The Usha Shriram-promoted Usha Lexus is on the lookout for a creative partner for its home appliances business. The multi-agency pitch is currently underway in the capital, with most of the big agencies participating (the names of the agencies could not be obtained at the time of filing this report).

Industry sources close to the development confirmed the news to afaqs!, on conditions of anonymity.

The company has called for a pitch for its home appliances business, which includes various products such as mixer-grinder-juicers, heaters, coolers, electric irons and various other products, as part of its plan to give an aggressive push in the domestic market.

In 2007, the company had appointed Draftfcb Ulka as its creative agency to work on the Usha fans business. The company moved its businesses to Ogilvy, therafter. The agency had also conceptualised a television commercial with the tagline, 'Siye rishte ki taake', for its sewing machine range. It also divided a couple of its businesses between McCann Erickson and Ogilvy.

For the record, Usha Shriram was established in 1983 by Dr Charat Ram and N R Dongre. The company runs a number of businesses including hospitality (Usha Lexus Hotels), electronic and lighting products (Usha Shriram Eurolex), health care and cleanliness (water purifiers under the brand name Usha Brita), home solutions (Usha Lexus Furniture), kitchen appliances (Usha Cookware), and consumer durables (Eurolex).

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