Three agencies are in the fray for the creative business of Onida colour TVs and DVD players. These are Contract, McCann Erickson and Rediffusion DY&R. The selected agency/agencies will be required to work on the brand’s creative strategy in order to give Onida a fresh perspective before they launch their new DVD and colour TV products.
MIRC Electronics officials have said that no dates had been finalised for the results of the pitch yet.
Vivek Sharma, VP, Sales, Marketing and Services, MIRC Electronics, said that the change in agency was being undertaken not because the marketing and advertising strategy was weak, but was being done in order to give the brand a fresh perspective, before they strengthened their hold on LCD and premium colour TVs by the end of 2007.
“The marketing and advertising strategy is not going to change. It will remain the same. We will still have the devil, and the core strategy of Onida being a brand of substance will remain. However, we are looking for a creative change. The same message about substance will be said differently,” he explained.
Sharma further said that the pitch was called in December 2006, but they had wanted it to be low-key and had kept the outgoing information limited. “The reason why we are calling the pitch is only for a creative change. We are very satisfied with our current marketing and advertising strategy, which involves the devil. The pitch is not supposed to be looked at as a judgement on the old strategy. We are looking for a fresh perspective,” he said.