Usha launches "Crafted for Your Lifestyle" campaign customized for you

Usha International, a leading consumer durables company in India, has launched an exciting new TV commercial (TVC) for its iChef Air Fryers, marking the start of a comprehensive 360° media campaign for this star product. Themed "Crafted for Your Lifestyle," the campaign aims to demonstrate how the Usha iChef Air Fryers meet the demands of today’s fast-paced routines. It resonates with individuals who strive to eat healthily but often find it challenging to prepare meals quickly, effectively bridging the gap between convenience and nutrition.

This 30-second TV commercial, produced by Illusionist Films, spotlights the unique features of the iChef Air Fryer. The device, showcased with a borosilicate glass bowl and an illuminated chamber, takes center stage as it prepares an array of delicious dishes: crispy samosas without oil, vibrant grilled greens, and gooey lasagne. Each dish promises a tantalizing journey of flavor, highlighting the versatility and innovation that the Usha iChef Air Fryer brings to modern cooking. The commercial invites viewers to step into a world of culinary delight and wholesome goodness.

Starting on June 1, 2024, the campaign will kick off with a robust TV media plan. This includes prime time spots during both morning and evening on all major English news channels as well as leading South Indian news channels. To maximize viewership and connect with the target audience, the commercial will be aired in English and several vernacular languages, including Tamil, Telugu, Kannada, and Malayalam. Following this, there will be a print campaign in leading newspapers in select cities. Additionally, a digital campaign will run across prominent social media and digital platforms, ensuring extensive coverage and engagement.

The Usha iChef Air Fryer is designed with advanced technology and precision engineering, making it user-friendly and ideal for creating nutritious dishes that cater to the fast-paced needs of modern life. This campaign aims to educate customers on the benefits of owning an iChef smart Air Fryer, emphasizing its unique design features such as the borosilicate food-grade glass bowl, illuminated chamber, digital touch panel, and the variety of oil-free recipes it can cook.