Onida consolidates its entire portfolio with McCann-Erickson

MIRC Electronics, which owns consumer electronics brand Onida, has consolidated its entire portfolio of products with McCann-Erickson. A few months ago, McCann had won the creative duties for Onida’s television, DVD and Igo TV, and its corporate brand duties, taking these away from Rediffusion DY&R (which had handled the entire Onida portfolio until then). Now, the household products range (including items such as washing machines, microwaves and air-conditioners) has also moved from Rediffusion to McCann, thereby making the latter Onida’s sole creative agency. No pitch preceded this consolidation.

Onida’s ad spend for the coming year is estimated to be upwards of Rs 50 crore. There has been no change on the media front; MindShare continues as MIRC Electronics’ AoR.

Vivek Sharma, vice-president, marketing, sales and service, MIRC Electronics, says, “As we worked with McCann over the last few months, we realised that our chemistry with the agency was much better – we were getting good consumer insights and creatives from it. That is why we decided to consolidate.”

For the record, Onida’s brand positioning – that of being an object of envy – has leant on the devil for years. As is known, envy is one of the seven deadly sins, according to the Bible. Onida built upon the concept that its tempting product range could bring out the devil in anybody because its products were ‘Neighbour’s Envy, Owner’s Pride’. However, in 1998, the brand’s advertising receiv