Consumer durables maker Usha International has extended its sponsorship deal with Mumbai Indians for two more seasons and plans to spend Rs 15-20 crore this year on brand promotion around the T20 league.
"We have locked in with the Mumbai Indians for this season of IPL and the next one. We were with them last year also. The association is for sporting our logo on the team's helmets and caps," Usha International Events Head Komal Mehra said.
While she did not share the value of the deal, Mehra said: "We are spending around Rs 15-20 crore during this IPL on various activities, including our partnership with Mumbai Indians."
The company will be promoting its "new age appliances" like halogen oven, slow juicers, on-the-go blenders, air coolers with ionizers, among others.
Elaborating on the reasons behind the deal, Mehra said: "We were looking to strengthen our presence in Western India and this gives us that opportunity."
The company will also collaborate with Mumbai Indians to create exclusive marketing campaigns and is also entitled to have multiple players for consumer engagement.
"We believe that IPL is a huge platform which allows us to reach out to a large number of cricket crazy fans," she said.
Before its association with Mumbai Indians, Usha was an official partner of Chennai Super Kings.
