Four Shoot Days, Eight Languages, 234 Finished Videos: A High-volume Video Campaign For Usha
Usha
Usha International has been part of Indian homes for decades, with a catalogue spanning kitchen appliances, fans, sewing machines and more. The brand's reputation rests on products that are practical, reliable and easy to live with. This was our first collaboration with Usha.
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.
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The iChef range, their hero product series, needed videos for in-store audiences at Croma and Reliance outlets - films that explain to a shopper standing in front of the product how it works and what sets it apart. The remaining products needed unboxing and usage videos for Instagram and YouTube, introducing features through relatable, everyday framing. The target audience: NCCS A homemakers and young married couples aged 25 to 35.
The Challenge - And How we Resolved It
Thirteen products, one kitchen set, four shoot days.
A single set built to accommodate all thirteen appliances means every product change is a styling and lighting change, and floor time spent resetting is floor time not spent shooting.
The second constraint was downstream. The 182 regional versions could not begin until the English masters were locked. A delay in English approval costs a day multiplied across seven languages, compounded through translation, voice recording, subtitle QC and mastering.
We assembled the full team within days:
An experienced Director and DoP
Food Stylists
Production Crew
Lightmen and Gaffers
Hand models
Camera Operators
We wrote all 52 English scripts within days of kickoff and put them in front of the client for review, combining our in-house tech with a team of scriptwriters. The storytelling led on convenience and simplicity, pitched at the target audience rather than at the spec sheet.
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. 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.
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.
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
But more important than the numbers, what matters is what Usha did not have to do: source and brief a separate translation agency; book and supervise voice recording in seven languages; hire a separate subtitling and QC vendor; schedule thirteen separate product shoots; and chase 234 files across multiple suppliers.
This is how we handle multilingual product libraries where a single language lock leads to smooth roll-out of every regional version. More such cases: Eight towns, one campaign: testimonial films for OneStack · 35 videos in three days for Jeevansathi's Meta campaign
