Following the pitch processes that were called earlier in the year, for two forthcoming offerings from Onida – colour TV and DVDs, the consumer electronics player has decided on its creative agency. McCann Erickson has won the three-way pitch. The other agencies were Contract and Rediffusion DY&R. The account size has been pegged at Rs 30 crore. For the record, washing machines, microwaves and air-conditioners remain with Rediffusion DY&R.
Vivek Sharma, VP, Sales, Marketing and Services, MIRC Electronics confirmed the development, stating, “Onida is going to focus a lot on the digital products like LCD TV in the coming years. So we were looking for a new creative expression for our master brand and LCD TV.”
He informed that ‘The Devil’ strategy would remain the same. “The strategy of brand delivering more substance in each category will also continue -- only the creative expression will change,” said Sharma.
Prasoon Joshi, Executive Chairman, McCann Erickson stated, “Onida is a big win for the agency. We are looking forward to working on this business.”
Speaking more on why the pitch was called, Sharma remarked, “One reason was that we were looking for fresh creative expression for the brand. The other thing is that we are going to focus more on LCD TV’s and digital high-end products. We wanted a new creative expression with a mass connect, with the original Onida positioning of being aspirational and a high-end premium brand at the core.”