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Ogilvy Mumbai bags creative mandate for Onida for second time

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | May 25, 2011
The agency has bagged the creative duties for all brands of Onida, apart from Onida Mobile, which will be handled by its sister agency, Meridian. McCann Erickson was the incumbent agency.

Ogilvy India's Mumbai branch has won the creative duties for consumer durables and electronic goods manufacturing company Onida. Meanwhile, the agency's sister agency Meridian, will handle the creative duties of Onida Mobile.

The size of the account is estimated at Rs 100 crore.

The Onida account also has seen frequent change of hands. From Advertising Avenues, it moved to Ogilvy, then to Rediffusion. Till recently, McCann Erickson handled the creative duties for the brand.

For more than two decades, Onida had used the Devil as its mascot. But in 2009, the electronics and home appliances maker decided to do away with the Devil only to bring it back later.

With the Indian markets opening up and numerous players in the home appliances space (particularly television sets), owning a television is no longer a thing of envy, thus making the concept of envy, and the 'Devil', dated.

The 'Devil' and the tagline were conceptualised by Advertising Avenues, with Gopi Kukde handling art and Ashok Roy and Goutam Rakshit on copy and marketing, respectively.

The development has been confirmed by Hephzibah Pathak, president, Ogilvy & Mather, Mumbai. She says, "Onida has always been a trendsetter in advertising, and we look forward to an exciting journey ahead."

GroupM's media agency Mindshare, handles the media duties for the brand.

For the record, in 1981, G L Mirchandani and Vijay Mansukhani started Onida, which manufactured television sets. By the end of that year, the duo started assembling television sets at their factory in Andheri, Mumbai. The company then expanded its presence across the consumer durables category, and launched washing machines with Hydrofall technology in 2003-04, which was later followed by the launch of air-conditioners. The company now manufactures an array of products and has also ventured into telecommunications.

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