USHA, India’s leading durables brand, today announced an integrated marketing campaign to strengthen the connection with Shabaash Mithhu, a biopic based on former cricketer Mitali Raj produced by Viacom18 Studios. Directed by Shrijit Mukherjee, Shabaash Mithu follows the journey of Mitali Raj, the former captain of the Indian women’s cricket team, in both one-day and test matches. Leveraging its connection to the film, the USHA campaign will include collaborative TVC, strategically placed in-film branding, digital activation and online contests, celebrity encounters, and mass cinema advertising across India to amplify consumer, connect and engage.
Renowned actor Taapsee Pannu will reprise his role as legendary cricketer Mitali Raj on screen and Usha Brand will be seen in related scenes including several match sequences, home scenes, awards and press conferences in the film. In one scene, Tapsy uses a wet Usha Collosal DLX coffee grinder while doing chores around the house. As part of the collaboration, the brand will also launch a joint TVC brand.
Commenting on the association, the president of Saurabh Baishakia Usha Appliances said, “We are very excited about Shaabash Mithhu as it is about following your passion, eating nutritious food and following a healthy active lifestyle, all of which are deeply rooted and form the core of our corporate philosophy. Our range of products is aimed at those who care about nutrition and health: our home appliances increase convenience and reduce time spent in the kitchen, freeing up time for people to pursue their hobbies and stay physically active. Shabaash Mithu this is a film that will inspire people from all walks of life to achieve their dreams.”
Ajit Andhare, COO of Viacom18 Motion Pictures, said: “Just like in cricket, the right partnerships improve the game and performance. Shabaash Mithu this is the story of an inspiring cricketer whose capable shoulders have seen the success of Indian women in cricket recognized and we are delighted to have partnered with a trusted brand like USHA.”