MUMBAI: Usha International, one of India’s leading consumer durables companies, launched a new sewing machine TVC campaign to leverage its continued association Mumbai Indians this cricket season. Aligned to the ‘Learn and Create’ tag line this TVC highlights how easy it is to create using Usha sewing machines.

Commenting on the release of the TVC, Usha International Ltd president - sewing machines Harvinder Singh said, “Our aim is to encourage people to take up sewing as it is easy, fun, creative, and empowering. This TVC highlights the entire experience of learning together – the happy camaraderie among the kids and players from the Mumbai Indians team as they go about being creative in every sense. Our diverse range of sewing machines has features that are innovative and cater to the needs of every customer.” The TVC will be aired nationally during every match featuring the Mumbai Indians. The TVC will be supported by a robust digital campaign as well as BTL activations including promotional scheme for trade partners, and in-shop promotions, across India.”