The Devil for Onida was like Michael Jackson to pop … simply intertwined and yet they threw him out only to be reinstated later… Now I hear that he is to be dead and gone again.. the devil and its brand (onida) is a case of various angles… Brand mascot and its role in brand management…Use of advertising appeals in marketing communications campaigns the ifs and buts of Promotion of consumer electronics brands in India and the games marketers play in the name of changing consumer preferences…
The Devil was one of Indian advertising’s ever popular mascots, my generation grew with it..
True its not the case with the younger generation the Y ‘s who have more money than the X’s and hence can and should buy LCD’s ,atom DVD players, Micro waves and washing machines…
True that for Indians now the ENVY part is not that present since the “ability of the buyer” issue is taken care of by loans and “willingness of the buyer” is the only challenge for marketers…
True that the new ads are being talked about as cute, ( I havent seen them yet) where a couple.. (modern, metro sexual, NO gender bias kinda couple) who shares work and enjoy work since they have all ONIDA products...
True that the new ads are direct and tell us more REASONS why to buy it than being an object of a neighbor’s jealousy…( for that matter most of the new gen don’t even know who lives in their neighborhood and they care the damn )
True that brands have to look modern and up to the times…
As I have wrote in the past.....In devil I trust... and so do a large section of people who dont beleive in the current agency talk on brands... we all have seen it that when the client chucks the agency out, the whole jargons and long talks vanish with a BINGO..... its has been the case in the past.. even with onida....Considering the fact that in 1998, Onida and the devil had parted ways only to be rejoined, one hopes that he comes back in some form..
Till then RIP dude…
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