One Shoot, Eight Languages, 230 Videos: A High Volume Video Campaign For USHA
USHA
Usha International is one of India’s most trusted consumer durable brands, known for bringing innovation, reliability, and ease into Indian homes. With a legacy spanning several decades, Usha has built a strong reputation for offering practical, user-friendly appliances. This was our first collaboration with Usha International.
The Ask
Usha International approached us with a large-scale video production requirement that spanned multiple product categories and content formats. The project involved creating product videos for 13 of their kitchen appliances. These included a mix of:
- Short 20-second teasers.
- 90-second product highlights.
- 3-5 minute feature videos.
- 13 detailed recipe videos.
- 182 regional language versions across 7 languages: Hindi, Telugu, Marathi, Bengali, Kannada, Malayalam, and Tamil.
The objective was two-fold:
- For iChef, their hero product series, the videos needed to educate in-store consumers— at Croma and Reliance outlets—on how the products work and what sets them apart.
- For the other products, they wanted unboxing and usage videos designed for Instagram and YouTube, where people could learn about features through relatable introductory videos.
Basically, we had to plan, produce and deliver 234 videos — for multiple platforms, in multiple languages, all within a tight timeline.
The Execution Process
Usha provided us with the overall concept for the campaign, focusing on clear, confident demonstrations of product usage with a soft, aesthetic visual tone. We took over from there – combining our in-house tech with a strong team of scriptwriters, we wrote scripts for all 52 English videos within days, for client review.
Some of these products were category leaders – the steam oven and blender heater, for example. So some videos had to explain product uses in relaxed detail while *still* keeping the videos engaging and interesting. The storytelling also emphasized convenience and simplicity, tailored for the target audience of NCCS A homemakers and young married couples (ages 25–35) seeking smarter kitchen solutions.
We assembled a skilled team that included:
- An experienced Director
- A skilled Director of Photography
- Food Stylists
- Production Crew
- Lightmen and Gaffers
- Hand models
- Camera Operators
The shoot took place over four packed days at a studio setup in Usha’s office in Gurgaon, with a single kitchen set designed to accommodate all 13 products efficiently. Despite the volume of content, we maintained a proper workflow thanks to extensive pre-shoot planning, including:
- Multiple internal brainstorming sessions
- Client alignment calls
- Clear division of responsibilities across direction, scripting, and production
We styled and lit each product with care, making sure the visuals looked clean, bright, and consistent. By keeping the background plain and distraction-free, we let the appliances take center stage. Our hand models followed carefully choreographed movements to make the interactions feel natural and relatable. We framed close-up shots to spotlight key features, and used bold italics in text overlays to highlight important specs and functions—without overwhelming the screen.
Post-production took just over a month. During that time, we handled two full rounds of client feedback, adjusting everything from pacing to text placement. For each product, we also created shorter cuts tailored for social platforms.
The real stretch came next—182 regional edits across seven Indian languages. We managed everything: scripting, VO recordings, subtitle QC, and final mastering. Despite the volume, the entire multilingual rollout was completed in just 20 days, thanks to our tight coordination between translators, editors, voice artists, and sound designers.
While production houses are aplenty, IndieVisual takes a unique tech-and-network-optimization approach towards meeting brands’ digital video needs. This allows us to be quick, effective, and professional in our approach, and also deliver video projects all across India.
The Result
This was our first time working with Usha, and we knew we had to make it count. We took charge of everything—from concept development to final delivery—and made sure every piece of this complex, multi-format campaign was executed with sharp attention to detail and a whole lot of care.
Here’s what we delivered:
- 39 edits for the main product videos in English (including 20 sec, 90 sec, and feature formats)
- 13 separate recipe videos featuring use cases for select appliances
- 182 regional language adaptations across 7 Indian languages
- Total: 234 final edits
Every video followed a clear visual language—clean shots, soft music, intuitive product demos, and a warm, relatable tone. The result? Content that struck the right chord with homemakers and in-store shoppers across the board.
This project marked a milestone for us. It proved that we can deliver high-volume, high-quality content—tailored to different platforms, languages, and audiences—without missing a beat. It’s the kind of work that shows exactly what IndieVisual does.