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Onida allocates Rs. 20 cr for IPL; brings back iconic devil mascot

05-April-2018
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Onida allocates Rs. 20 cr for IPL; brings back iconic devil mascot

One of the leading Indian consumer durables, Onida, is bringing its iconic ‘devil’ mascot back in a new advertising campaign for its air conditioners this summer. Conceptualised by Taproot Dentsu, it will spread across all formats such as television, print and digital, coinciding with the upcoming Vivo Indian Premier League. For the latter, it has dedicated ₹ 20 crore exclusively. Overall, the media spend allocated is ₹ 25-30 crore.

Strategically, the objective of the campaign was to re-focus the consumers’ attention to the main purpose of an AC- cooling. In the execution, this was brought alive with the devil as the product’s advocate; an intuitive fit between the voice of the brand and the product existing in his world. The intention is to ‘visually and seamlessly’ identify the ad with the brand.

The idea is also to demonstrate the power of an Onida AC and give the brand a distinctive voice among the scores of air conditioners and cooler brands that are present throughout the season.

Umesh Shrikhande, CEO, Taproot Dentsu, says, “We were quite bowled over to learn of the many innovations that Onida has engineered for its products. This was a case of a very good and well-priced product not getting its due, thanks to the big budgets of the many brands in the category. The task of communication was to get the brand top of mind through communication that would make people sit up and take notice. I believe we have risen to this challenge well.”

It will be a seasonal campaign with separate TVCs for washing machines during monsoon, televisions in Diwali followed by microwaves. Onida has introduced 84 new environment-friendly inverter models which claim to cool 175 per cent faster.

Vijay Mansukhani, MD Mirc Electronics, says, “The brand will cut across all product categories. We are so sure of our products that we can speak with this kind of arrogance and conviction.” He adds that the product will match the devil’s boasts in the ad because he is aware that the product will fall flat on its face otherwise.

He also mentions that Onida’s profits have ‘zoomed’ ever since GST was announced. “As a result, our advertising spends have gone up from 2 to 3 per cent if not 4 per cent. I think IPL will be a good bet as it will create visibility across the country for our products,” he says. Digital will definitely get more prominence in due time in this regard. There is a plan to roll out a digital plan in next 10 days.

With this new campaign, Mansukhani is focused on increasing Onida’s rural presence which will happen with IPL. “With this IPL, the awareness in rural will go up from 4000 to 5000 touchpoints,” he reveals.

The air conditioner category constitutes 45 per cent of Onida’s turnover which is ₹ 360-370 crores. Mansukhani reveals his expectation, “We expect it to double this year to ₹ 700 crore. It will become ₹ 1500 crore in this segment itself in next two years. Onida’s market share in this category is 8-9 per cent.”

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He joined the company in 2016 as Head of India and South Asia at Discovery Network