Usha International has launched a new campaign, including both digital and TVC, for its recently launched Racer fans, endorsed by Narain Karthikeyan, India’s first Formula One driver, who embodies its spirit.
Set on a racing track, the TVC starts with Karthikeyan in his driving suit as he pulls on his gloves, picks up his helmet, and walks towards his Formula One car. Cut to the flag off point, where he gives a thumbs up to start, and the black and white checkered flag signals the start of the race and the cars vroom ahead.
In the final lap, Karthikeyan zooms across the finish line to emerge the winner. Cut to Narain walking into his room filled with trophies. placing his helmet and picking up the remote to switch on the Racer ceiling fan by Usha International. The TVC is about technology, innovation and speed, the characteristic
The TVC ends with glimpses of the Racer fans range and Karthikeyan urging viewers to ‘Live like a Racer’.
Commenting on the campaign, Sandeep Tewari, President – Marketing, Usha International, said, “At Usha, we believe in a tech for all approach to give customers what they want, so we constantly innovate and launch technologically advanced, superior products that makes their lives better. The Racer fans is the result of customer demand for a superior technology offering high speed air delivery and we are optimistic with these fans we will be creating a new segment for ultra high-speed fans.”
Commenting on his association with Usha International, Karthikeyan, said, “I am extremely thrilled to be associated with Usha International for their Racer range of fans. Usha is definitely one of India’s most loved and trusted brands and filming for Racer — with racing cars, racing gloves and helmets was intense and exciting. These remote controlled fans are convenient and pretty awesome.”
Aimed at filling the gap for ultra-high-speed fans with superior air delivery, the Racer fans cater to the evolving consumer who wants that ‘little bit more’. The campaign is also supported by BTL activations including promotional scheme for trade partners, and in-shop promotions, across India.