Devil is back at Onida, with Owner’s Pride

Tied up with India Premier League (IPL), spends Rs. 25 to 30 crore on advertising across all formats for the current year

Mumbai : Onida, leading Indian consumer durables brand, today launched its new advertising campaign for its Air Conditioners for the summer.
The company is spending Rs. 25 to 30 crore on advertising across all formats like Television, print, outdoor and digital. The company has tied up with India Premier League (IPL) for advertising and is spending Rs. 20 crore alone on IPL advertising.
As summer rolls in, Onida is gearing up to release a new campaign for its air conditioners. With their range of Inverter ACs, the company continues to deliver technologically superior products for consumers who want the best in functionality and design.
The challenge for the homegrown brand, is to reclaim its place in consumers’ minds. The brand continues to focus on “owner’s pride”, built around the cooling prowess of the Onida Inverter ACs, which are also packed with new age technology for the ease of the user.
The brand has roped in Taproot Dentsu to conceptualize the summer campaign. The intention is to demonstrate the power of an Onida AC and give the brand a distinctive voice among the scores of air conditioner and cooler brands that are present through the season.
Commenting on the association, Umesh Shrikhande, CEO, Taproot Dentsu said, “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.”
The association has led to bringing the once familiar ‘Onida’s Devil’ out of his hiatus for this campaign. Strategically, the objective was to re-focus the consumers’ attention to the main purpose an AC serves- COOLING and not around the peripheral add-ons. 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.
Commenting on the campaign, Neeraj Kanitkar, Creative Director, Taproot Dentsu, Mumbai, said, “The Onida Devil is one of the most memorable icons of Indian advertising. When we had to create a campaign for Onida Inverter ACs, we knew that we just had to use him. After all, who but the devil knows which AC works the best even in the most extreme heat. He was resurrected in a new avatar as a die-hard fan of Onida Inverter ACs. The only ACs powerful enough to keep his house cool in the scorching heat of hell. A true testament to cooling prowess, if there ever was one.”
Upbeat on this development, Mr. Vijay Mansukhani, MD, Mirc Electronics Ltd said, “We are very happy to announce that our iconic devil, with which the masses resonated with is back. With the company now turning profitable and Onida offering product for product and design for design in comparison with the other consumer durable goods available in the market.
He further added that, “As we have tied up with India Premier League (IPL) for advertising for the current which is starting from 7th April, 2018, this will create visibility across the country for our products”
About ONIDA: Mirc Electronics Ltd., the makers of Onida, was started by Mr.G. L. Mirchandani and Mr. Vijay Mansukhani in 1981 in Mumbai. In 1982, ONIDA started assembling television sets at their factory in Andheri, Mumbai. ONIDA today enjoys a strong equity among consumers, making it one of the leading brands in India. Besides being a leading brand in CTV, LCD & DVD categories, ONIDA has established itself as a strong player in the household appliance categories of Microwave Owens, Air-conditioners, Washing machines and mobile phones.

Sundip Sharma
94140 66866

error: Content is protected !!