Ogilvy bags Onida’s creative mandate; Meridian assigned Onida Mobiles

Onida has appointed new partners for it brand communication. All categories except one have moved to Ogilvy India. Meridian Communications has been assigned the duties of Onida Mobile. The account size is pegged to be close to Rs 100 crore.

e4m by Shubhangi Mehta
Updated: May 24, 2011 3:44 PM
Ogilvy bags Onida’s creative mandate; Meridian assigned Onida Mobiles

After working with McCann Erickson for almost three years, Onida has moved its creative mandate to Ogilvy India. Onida officials have confirmed the development to exchange4media.

The brand communication of all categories will be handled by Ogilvy India. However, Onida Mobile creative mandate 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.

Mindshare India is the media agency for the entire 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."

In the year of 1981, GL Mirchandani and Vijay Mansukhani started a company called Onida with just a goal of manufacturing television sets and going beyond convention. By the end of that year, they started assembling television sets at our 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.

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