Devil makes a return at Onida

05 Apr,2018



Mr Murthy of Voltas move over. Onida has launched its new advertising campaign for its air-conditioners for the summer season. The company is spending Rs 25 to 30 crore on advertising across all formats like television, print, outdoor and digital. Onidahas tied up with India Premier League (IPL) for advertising and is spending Rs 20 crore alone on IPL advertising.


The brand has roped in Taproot Dentsu to conceptualise 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.”


Added Vijay Mansukhani, MD, Mirc Electronics Ltd: “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.”



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