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Onida to give a Brand makeover: Should this happen?

Created by : James Masih, Product/Brand Manager, FedEx  | 09 07 2009 11:04:47 +0000
Industry : Consumer DurablesFunctional Area : Branding(Sales & Marketing)
Keywords : onida devil neighbours envy owner's pride onida tv
Activity:  1230 views;  last activity : 07 06 2010 20:18:09 +0000

In the face of India's changing consumer tastes, Onida has decided to say goodbye to their good old "Devil" mascot or we can say their brand ambassador, the company's mascot that for years aroused envy of neighbours who didn't own its TV sets. And the famous line which said "Neighbour's envy owners pride".

Onida

 

And i still remember the ads which came nearly 20 years ago where a guy with horns and a tail, the "Devil" ad campaign was a rage at that point of time, if somebody talked about Onida the one thing that comes to mind everytime is the "Devil", but the Indian multinational feels it has outlived its objective due to a change in the consumer taste and their financial capability.

Similar to videocon, Onida is in the process of building a complete new brand mascot to grab the attention of India's new consumer. And none other than veteran Prasoon Joshi and his team is helping Onida in this regard. 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.

So what do you think guys should Onida give away the Devil mascot or not? Is it the right time to change?

  
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I think yes this is the right time to give that makeover or rebranding, as it was too long that they leveraged on the Devil which was a rage way back then, but with newer brands we are seeing the Indian brands like Videocon and onida struggling with sony, samsung, LG and others for that matter, Videocon have already changed in this regard and now is the time for Onida to do the same thing to get back in the league, and again come up with something like the Devil formula which did wonders for them.
By James Masih, Product/Brand Manager, FedEx  | 09 07 2009 11:08:47 +0000
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Well James, my thinking is slightly opposite to you. Onida's demon kept us love those ads from our childhood till date and still children like it. It has become a symbol of Onida. many people see Onida's ads just to see that "Devil". I think by replacing the devil, Onida will lose many of his Advertisement audiences
By Yash Singh, Coresspondent, Star  | 09 07 2009 13:44:57 +0000
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