MUMBAI: Consumer durable brand Usha International has assigned Grey group India to handle the creative duties of Usha Fans. The account was won in a multi-agency pitch process and will be handled by the agency’s Delhi office, under the leadership of Grey Delhi vice president and branch head Samir Datar.

Usha Fans marketing head Bharat Kharbanda said, “We are very excited about this association and are confident to grow our business to new heights. What excited us is the fact that for consumers, Fan as a category has become low involvement and consumers don’t realise the technology advancements that have been made to not just make the fans more stylish but also far superior at the benefit they are supposed to deliver. The brief was to enhance the focus on the category and we expect the communication to take that challenge head on.”

Grey group South & South East Asia chief strategy officer Dheeraj Sinha added, “From how it used to be, say two decades ago, things have changed dramatically in our lives - the way we connect to each either, the way we listen to our music, the way we cook our food and so on. The category of fans however, hasn't seen much innovation during the last few decades. Usha has some remarkable technology and design in their lineup that fits in our modern day living. We are looking forward to be a part of the journey where we redefine how India looks at fans.”