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Makani Creatives to handle creative duties of Onida's Smart LED TVs

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | September 30, 2015
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The account was won following a multi-agency pitch.

Makani Creatives has won the creative mandate for Onida's Smart LED TVs. The agency's scope of work includes press ads, web banners, catalogues, in-store branding and radio spots, among others.

Onida is making its foray into Smart LED range of TVs. These television sets are loaded with new-age features and QWERTY key remote controls. The TV is technologically advanced to induct the first-time buyer of a smart TV into its brand-fold. This is in line with the company's philosophy to deliver value-added products at affordable prices. Onida Smart LED TV attempts to garner patronage from the tech and net-savvy Indian youth who is either the influencer or the direct customer for all household purchases today.

NS Satish, vice president, sales and marketing, Mirc Electronics, says, "We have always leveraged consumer insights by incorporating them as a technological feature into our products. This has been the mainstay of our success over the years. Our range of Smart LED TVs is in line with the same thought process. We have loaded the television with lots of new-age features like Android operating system, built in WiFi, quad core processor, screen mirroring and video calling, to name a few. One can also download millions of apps. Our key focus now is to aggressively market the product and, in order to meet this objective, we are thrilled to partner with Makani Creatives as our brand agency. Makani Creatives shares our vision and developed a communication plan to do justice to the product. We are confident of creating yet another milestone."

Sameer Makani

Commenting on the win, Sameer Makani, MD, Makani Creatives, says, "We have all grown up watching Onida and it is an iconic brand. When the opportunity to partner with them arose, we were very excited. The challenge was to strike a delicate balance between strong strategy and evocative creative to achieve the desired results. I think we managed to impress them with our thought process as well as the execution which tipped the scales in our favour. Needless to add, Makani is known for its work in the lifestyle category. The first set of work for Onida Smart LED TV will be out shortly, and I am sure that this will be one of the first steps towards a mutually successful journey."

Onida is a leading Indian electronics brand (owned by Mirc Electronics) that manufactures televisions, air-conditioners, washing machines and mobile phones.

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