Grey to handle Usha Fans business

Consumer durables company Usha International 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 Delhi office.

Samir Datar, vice president and branch head, Grey Delhi, adds, "What excited us is the fact that, for consumers, fan 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."

Dheeraj Sinha, chief strategy officer, South & South East Asia, Grey Group, says, "From how it used to be two decades ago, things have changed dramatically in our lives. The category of fans, however, hasn't seen much innovation during the last few decades. Usha has some remarkable technology and design in its line-up 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 also operates in segments like kitchen appliances, fans, sewing machines, power products, water coolers and dispensers, inverters and auto components. It claims to have a turnover of about Rs. 2000 crore. Headquartered in Gurgaon, Usha has overseas offices in China and Sri Lanka.