Ludhiana / Jalandhar, June 20, 2022 (News Team): USHA, India’s leading consumer durable brand, today announced an integrated marketing campaign to leverage its association with Shabaash Mithu, a biopic based on former cricketer Mithali Raj, produced by Viacom18 Studios. Directed by Srijit Mukherjee, Shabaash Mithu tracks the journey of Mithali Raj, ex-captain of the Indian Women's Cricket team for both One Day and Test Matches. Leveraging its association with the film, USHA’s campaign will include aco-branded TVC, strategically placed in-film branding, digital activation and online contests, celebrity meet-and-greet, as well as mass advertising in cinema halls pan India, in order to amplify consumer connect and engagement.