MAM
Usha International continues association with Mumbai Indians for 7th year in a row
Usha International continues its association with Mumbai Indians, as an official partner for the seventh consecutive year. Slated to begin in the third week of September, the tournament will be held in the United Arab Emirates across three venues – Sharjah, Abu Dhabi, and Dubai. As part of the association, the Usha logo will be seen on the leading side caps and helmets of MI players and on the mat during match toss. Geared solely to cater to online/TV audiences this year, the stadium will also have massive LED screens running across the perimeter, which will showcase the Usha brand during a couple of overs of the game.
With Covid2019-mandated restrictions in place, this cricketing season the focus is on creating virtual experiences. Usha has planned a series of activations straddling various digital platforms for growing stakeholder engagement and brand recall – online contests on days when Mumbai Indians is playing, giving consumers a chance to win an opportunity to interact with their favourite MI players through virtual meet and greets. The brand will also launch a unique digital campaign, featuring select players.
Usha International CEO Dinesh Chhabra said, “The strength of a relationship is reflected in its longevity and more so during tough times, and our association with Mumbai Indians bears testimony to this. Just as any other industry, sports was also impacted with the outbreak of the pandemic. We are confident that this being the first live cricketing event in India after a long hiatus, its viewership is going to skyrocket with matches being aired across platforms to reach every fan and every home across the globe. Our association with Mumbai Indians gives us a great opportunity to strengthen our consumer and partner connect across categories through on-air and digital platforms. This collaboration aligns with and perfectly reiterates the Usha’s brand ethos – Play – promoting active and healthy lifestyle. Staying active at home and eating freshly cooked home food leading to better immunity takes precedence over all else in the current environment.”
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.
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
