Usha International Continues Association with Mumbai Indians for 8th Consecutive Year


News Desk, News Nation 360 : Usha International, one of India’s leading consumer durables continues its association with five-time champions Mumbai Indians, as an official partner for the eighth consecutive year. Slated to start in Chennai on April 9, 2021, with a high-octane clash featuring defending champions Mumbai Indians, the 14th edition of the tournament will be held across six Indian cities – Ahmedabad, Bengaluru, Chennai, Delhi, Mumbai, and Kolkata. There will be 56 leagues matches in this edition with no team playing at their home venue and to reduce commute and minimise risk, the fixtures have been mapped in a way that every team will travel only three times during the league stage. Commenting on the association, Komal Mehra, Head – Sports Initiatives and Associations, Usha International, said that consistent effort delivers consistent performance and that is the story of Mumbai Indian – the most successful team in the league. Usha as a brand personifies resilience and consistency, attributes which sync beautifully with MI as a team. The MI team players are a living testament to promoting an active and healthy lifestyle, Usha's brand ethos. They look forward to ‘Play’ with Mumbai Indians this season. As part of the association, the Usha logo will be seen on the leading side caps and helmets of MI players and the mat during specified match toss. Geared solely to cater to online/TV audiences this year, the stadium will also have a massive LED wall, jumbo screens, and perimeter boards across the ground, which will play up the Usha brand at various points during the game. Due to Covid-mandated restrictions, the focus is on creating virtual experiences and Usha has planned a series of activations straddling various digital platforms to grow stakeholder engagement and brand recall. This includes contests on days when Mumbai Indians is playing, wherein consumers can win an opportunity to virtually interact with their favourite MI players. Additionally, Usha will also launch a unique digital campaign, featuring select players. Usha International supports numerous sports, healthy and active initiatives in the country including its association with Mumbai Indians, Ultimate Flying Disc, Differently Abled Cricket, Junior Golf Training Programs, visually challenged sports (Athletics, Kabaddi, Judo and Powerlifting) and Football.

Pic : Courtesy

Report : Anustup Kundu