transformation; electromagnetic induction; mutual induction; ac fundamentals;
harmonics, transient response of dc and ac networks; sinusoidal steady-state
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USHA turns on heat with IPL association
Consumer durables company USHA International's fans business increases to a large extent during summer. The company thus spends a majority portion of its marketing budget during this season to increase visibility and tap consumers. This year, the timing also coincides with the IPL season. To leverage the tournament and amplify its association with the IPL team Chennai Super Kings, the brand has partnered with Multi Screen Media (MSM) as broadcast associate sponsor of IPL 6 on SET Max. Also, it has launched the 'USHA Air Play Challenge' contest, which aims to engage cricket fans and increase brand visibility.
The insight behind Air Play Challenge is that there is a cricketer hidden in almost every Indian boy/man. Although they do not wear the team's blue jersey, they are equally involved with the team and the game. Leveraging this simple concept, the brand decided to invite people to share their favourite stances.
Three television commercials designed by McCann have been filmed as a part of the campaign, of which two have already been rolled out. The tagline, 'We just don't study air, we play with it' blends well with the contest and urges people to share their best bowling or batting stance, which will be evaluated by a senior journalist for prizes.
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