Onida to drive out the 'Devil', company's mascot
In the face of India's changing consumer tastes, Onida has decided to say goodbye to the 'Devil', the company's mascot that for years aroused envy of neighbours who didn't own its TV sets, and relaunch the brand.
By PTI |
NEW DELHI: In the face of India's changing consumer tastes, Onida has decided to say goodbye to the 'Devil', the company's mascot that for years aroused envy of neighbours who didn't own its TV sets, and relaunch the brand.
The company's 'Devil' ad campaign was a rage at one point in time, but the Indian multinational feels it has outlived its objective due to a change in taste and financial capability of the consumer.
"Onida is in the process of building a completely new brand mascot to appeal to India's new consumerism. Noted ad veteran Prasoon Joshi and his team is helping the company in the brand re-birth process," a senior company official said, while confirming that a decision has been taken to send the Devil back to where it belongs.
With stiff competition from international brands like LG and Samsung, Onida is now preparing to rebuild its brand to appeal to the new age Indian consumers.
At the time this famous campaign was launched, owning a TV was a matter of pride for Indians. However, things have changed in the past 20 years due to liberalisation which has expanded market for both domestic and global brands as well as spending capabilities and owning a TV is no more a subject of neighbour's envy.
The company's 'Devil' ad campaign was a rage at one point in time, but the Indian multinational feels it has outlived its objective due to a change in taste and financial capability of the consumer.
"Onida is in the process of building a completely new brand mascot to appeal to India's new consumerism. Noted ad veteran Prasoon Joshi and his team is helping the company in the brand re-birth process," a senior company official said, while confirming that a decision has been taken to send the Devil back to where it belongs.
With stiff competition from international brands like LG and Samsung, Onida is now preparing to rebuild its brand to appeal to the new age Indian consumers.
At the time this famous campaign was launched, owning a TV was a matter of pride for Indians. However, things have changed in the past 20 years due to liberalisation which has expanded market for both domestic and global brands as well as spending capabilities and owning a TV is no more a subject of neighbour's envy.
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