Ad world pays tribute to Goutam Rakshit: The man behind the iconic Onida Devil

Industry colleagues remember him as a fearless adman, a guide & an inspiration

e4m by exchange4media Staff
Updated: Apr 1, 2020 6:31 PM
Goutam Rakshit

There are ads that you can’t help but notice, and then there are ads that you can never forget. One such creation has been the iconic Onida ad which managed to tick all the right boxes in terms of creating recall for the brand. Today, with a heavy heart, the ad-world pays tribute to the creator of the Onida ad - advertising veteran Goutam Rakshit.

Rakshit, who was the Founder and Managing Director of Advertising Avenues, breathed his last on Tuesday. Here’s what they had to say:

Ad veteran SK Swamy wrote in a social media post: “Very sorry to hear. A charming man with a positive attitude. He was given the AAAI lifetime Award when I was President in 2005! Om Shanti.”

Senior ad and marketing professional Joydeep Dasgupta recollected of Rakshit: “Mr Rakshit gave me the break in advertising when I was picked up from the campus in 1994. I learnt from him the first lessons of advertising. He taught me to be courageous, fearless, honest and work hard. These are mantras which I have tried to follow for the past 25 years.”

Another colleague who worked with Rakshit said in his social media tribute, “Adman par excellence Goutam Rakshit is no more. Campaign that propelled our Brand #Onida to dizzy heights was a creation of his agency AdAvenues. But today, more than his work, we pay homage 2 a wonderful soul, a friend, a guide & an inspiration. RIP #GoutamRakshit.”

Another senior industry leader, Dominic Savio wrote, “Sad news. Avenues and #GoutamRakshit will be remembered for creating India's iconic cult brand Onida. May his soul Rest In Peace. #RIP”

“A campaign of the 80s, that still ranks in top 10 of any expert's list. Tagline: Neighbour's envy, owner's pride. Mascot: The Devil. Brand Building
10/10. We lost industry stalwart, Goutam Rakshit, the founder of Avenues that created the legendary Onida campaign. RIP GoutamDa,” wrote Mitrajit Bhattacharya, another industry maven.

Marketing and business strategist, Lloyd Mathias also took to social media: “Very sad to hear of the passing of Goutam Rakshit, co-founder of Advertising Avenues. The man behind some of India's iconic campaigns in the 80's n 90's- Onida TVs, VIP Skybags, Skypak couriers, VIP Frenchie. RIP Goutam.”

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