MAM
Usha International announces a new sewing machine campaign with actor Keerthy Suresh
MUMBAI: Usha International, one of India’s leading consumer durables companies, has launched a new media campaign for Usha sewing machines featuring the brand ambassador and National Film Award winner 2018 Keerthy Suresh.
Aimed at amplifying consumer connect and engagement within the southern region, the 50 second television commercial has been launched in Tamil Nadu, Karnataka, Kerala, Telangana and Andhra Pradesh. In the TV commercial southern star Keerthy is featured as a blushing bride, who enters her new home and is welcomed with the familiar and warm embrace of an Usha sewing machine gifted to her by her in-laws. It captures the bond between a daughter-in-law and her in-laws beautifully. A separate 10 sec promo commercial will also be aired to announce the promotional offer of free Sewing Kit worth Rs. 500/- with every Usha Janome sewing machine.
Commenting on the new campaign, Parveen Sahni, Business Head, Usha Sewing Machines, said, “The TV commercial is an effort to engage with southern markets for maximum reach and impact. With this campaign we are looking to connect with the consumer and bring to life the joy that comes with unleashing one’s creativity using a sewing machine. We hope to increase our brand salience as well as connect with consumers and sewing enthusiasts within these markets.”
The new TV commercial will be aired on a mix of top vernacular general entertainment and news channels in an 8-week campaign starting 21st March onwards and will be complemented by an exciting print plan featuring Keerthy across top women and vernacular magazines with high readership in the region. The TV ads will also be aggressively promoted across all relevant vernacular digital platforms including Facebook, Instagram, Youtube and OTT’s like Hotstar, Zee5 etc.
The TV commercial can be viewed here: (https://youtu.be/LUIQiuDadKQ)
TV commercial credits
Agency: Goldilocks
Production house: Old School Films
Director: Gautham Menon
MAM
Sujata launches ‘Sujata For Life’ bridal campaign
Film ties mixer grinders to wedding gifting, familiarity and transition.
MUMBAI: In a new home full of unknowns, sometimes it’s the hum of a mixer that feels like home. Sujata Appliances has rolled out a new campaign titled ‘Sujata For Life’, placing its mixer grinder range at the heart of one of life’s most emotional transitions marriage. The film centres on a bride stepping into her new home, navigating unfamiliar faces, routines and spaces. Amid the uncertainty, a familiar kitchen companion, the Sujata mixer grinder becomes an anchor, quietly reconnecting her to the comfort of her past. The narrative leans into a simple but evocative idea: even as life changes, some constants travel with you.
With this campaign, Sujata shifts gears from purely functional messaging to emotional storytelling. Long associated with durability and performance, the brand is now positioning itself as a silent participant in everyday milestones from recreating family recipes to easing the rhythms of a new household.
The digital-led campaign taps into cultural insight as well. Mixer grinders have long been a staple in Indian wedding gifting, making them not just appliances but symbols of continuity. By weaving itself into this ritual, Sujata reinforces its legacy while aligning with a more contemporary, emotion-driven brand narrative.
Fagun Mittal from Sujata Appliances’ marketing team noted that the brand has been a constant in Indian homes for decades, and the campaign reflects how that familiarity extends into life’s biggest transitions. Weddings, he suggested, are not just about new beginnings, but also about carrying forward what is trusted.
At its core, the campaign reflects a broader shift in how everyday products are being viewed not just as tools, but as companions embedded in memory, habit and identity.
In the end, it’s less about what’s in the kitchen, and more about what it brings with it: a sense of belonging, one familiar sound at a time.
