The ‘Devil’ moves back Ogilvy India after its contract gets over with McCann Erickson. Before McCann, the creative mandate was handled by Rediffusion Y&R. The choice of Ogilvy was made based on the creative and planning depth available at the agency, and as such there was no pitch involved in the process.
Henceforth, the brand communication of all categories will be handled by Ogilvy India and the company does not want to stick to the ‘devil’ as their brand face. The creative mandate of Onida Mobile lies with Ogilvy’s sibling Meridian Communications. The combined account size of the business is estimated to be in the vicinity of Rs 100 crore.
The Onida Devil had long been seen as the most enduring face of the brand. The catchline, ‘Neighbour’s Envy Owner’s Pride’, while creating a distinct identity for the brand in the 90s, also led growth for the company in the CTV market.
However, Onida stopped using the devil as its icon. But after sales and brand identity suffered, the company thought of re-introducing the devil in 2004, and the Devil campaign then, which featured Ashish Chaudhry, was Rediffusion Y&R’s work.
On the movement of account, K Sriram, VP - Corporate Strategy, Onida, said, “The move has been effective from April 1, 2011, and has been made upon the expiry of our previous contracts with McCann and BEI Confluence (who handled IGO). MIRC has enjoyed a business revival to cross the Rs 2,000-crore mark with 30 per cent growth in FY11, and we believe that this move is an investment that will help us accelerate our growth further in line with our ambition of becoming a $1 billion company by 2013.”
Mindshare India is the media agency for the entire portfolio of MIRC Electronics, the makers of Onida and IGO range of products.
Commenting on the development, Hephzibah Pathak, President, Ogilvy & Mather, Mumbai, said, “We are very proud to have the opportunity to partner them in taking the brand to even greater heights. They have been trendsetters in advertising, and it promises to be an exciting journey.”
It was in the year 1981 that GL Mirchandani and Vijay Mansukhani started a company called Onida with the goal of manufacturing television sets and going beyond convention. By the end of that year, they started assembling television sets at their factory in Andheri, Mumbai. With the passage of time, superior products and the combination of a distinctive voice, a cutting-edge advertising strategy, and purposeful marketing ensured that Onida became a household name.
Today, Onida is present across seven categories that include LCDs, DVD players, microwaves, washing machines, air conditioners and mobiles.