Top Story

e4m_logo.png

Home >> Marketing >> Article

Onida’s Devil: Back with a bang

01-September-2004
Font Size   16
Onida’s Devil: Back with a bang

Indian CTV major MIRC, in a highly techno-driven media blitzkrieg today, relaunched the huge iconic identity of Onida, the Devil. Two new TVCs on the Devil, created by Rediffusion DY&R and shot in Kuala Lumpur, Malaysia, form part of the total advertising spend of Rs 10 crore that MIRC has earmarked for this initiative.

Addressing the media, V Chandramouli, Vice President, Sales and Marketing, said that MIRC’s research had shown the Devil as enjoying tremendous recall value with consumers and was perceived by them as a symbol of power and distinctiveness. Since Onida is seen as an innovative brand with attitude, MIRC decided to launch the Devil in a new avatar.

The Onida Devil has long been seen as the most enduring face of the Onida 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.

Reinventing the Devil, Chandramouli said, it was a challenging task as the icon had to be made contemporary to reflect the changed milieu and context. So, while earlier the Devil stood for an anti-social and villainy stand, it was now characterised as individualistic and one having an attitude with power.

The pride of ownership and the pride of association, the two widely-held emotions that the brand Onida symbolised, have been integrated into the new campaign too. A strong 360-degree outdoor campaign and substantial investments in in-shop merchandising will support the TV advertisement.

Chandramouli also talked about the multi-branding strategy of MIRC as the highly efficient business model that has helped Onida corner a market share of 12 per cent against stiff competition. MIRC’s product bouquet strategy, he said, of expanding beyond just CTVs to other products has met with tremendous response from the marketplace. The company has embarked on a ‘Strategy for Scale’ business initiative besides re-launching the Onida Devil in the market This comprises, aggressive volume growth in Domestic CTV Market, building strong export/global presence and lastly, providing product bouquet.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...