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Onida – When the devil beckons, ‘nothing but the truth’ prevails

28-December-2005
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Onida – When the devil beckons, ‘nothing but the truth’ prevails

Interesting brand icons and mascots are well known for creating and sustaining brand awareness where none existed. The right use of brand icons make sure that people relate with the brand even when much is not said.

A few years back, Onida was synonymous with the devil that represented the electronics company’s public image. The consumers loved the devil and identified Onida with the devil.

However, Onida stopped using the devil as its icon. And, after sales and brand identity suffered, the company thought of re-introducing the devil in 2004.

Elaborated Vivek Sharma, VP-Marketing, Sales and Service, MIRC Electronics (Onida), “The devil was a memorable mascot for Onida. Reintroducing the devil in 2004 was a wise decision. We observed that a lot of misbranding was the result of not using the devil as Onida’s face for eight years.”

He added, “As soon as we reintroduced the devil in 2004, our sales shot up. People again started recognising the uniqueness of Onida’s brand positioning in the market.”

Though Onida’s recent ad campaign has model and actor Ashish Chaudhry playing the devil, Sharma said that Onida’s devil was different from what the previous devils were symbolic of. “The personality of the devil has changed. While the devil in 2004 was cold and distant, our new devil is warm and likeable. We wanted the devil to connect with the consumers by talking to them. Our new ad campaign makes sure that the devil talks to our consumers and is friendly and young but impish at the same time,” Sharma explained.

The new TVC, directed by Shamin Desai, is also an introduction to Onida’s unified brand message – “Nothing but the truth”. The TVC shows two friends who let their friend’s buying habits influence their choice of products. The devil gradually makes them realise that they have to think what’s best for them and not be influenced by others’ choices.

The creative group behind this new TVC is Rahul Jauhari, Group Creative Director, Rediffusion DY&R, KS Chakravarthy, National Creative Director, Rediffusion DY&R, besides Desai.

Sharma further said, “Our new TVC attacks the mumbo-jumbo that advertising represents today. We wanted to tell consumers to think before buying. Just because your friend buys a particular brand of TV does not mean that you too have to buy the same brand.”

K S Chakravarthy said, “Onida’s recent ad campaign is not just limited to TVCs, but print and outdoor as well. We are planning to promote the new brand message, “Nothing but the truth” with a 360-degree marketing strategy. As Onida’s brand value is that of honesty and transparency, we will tie up with TV channels, press, outdoor, and POS to connect the brand with anything to do with ‘truth’.”

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