The Devil is dead – Long live the Onida Devil
After more than two decades, the Indian Consumer Durable company Onida has decided to drop the Onida Devil!
The logic is that ‘envy’ as an emotion doesn’t hold good in the Indian market. Agreed, because when Onida made it big those days, I remember that the other large brand were Solidaire, Dyanora, EC TV, Uptron and the likes. While there were a few foreign majors like Sony and Philips were around, there wasn’t much of a market since India hadn’t opened up and consumption was not a great story then. So owning a TV was a big enough thing!
Well, with that as a premise, ‘Envy’ as a positioning platform was great to use. More so in India, because women here (pardon me for this) took decisions based on what happens next door and she always has to be one up on them. Not anymore!
The self proclaimed exorcist – Sriram Krishnamurthy – reasons it pretty well in this interview and this one too!
The campaign is launching tomorrow and I must admit I am curious to see what these guys have cooked up with their new agency McCann!
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