Couple to promote Onida range, devil out finally

A couple will replace the Onida devil. Onida will depict a newly-married couple, personified by Siddharth and Ritu, both Bollywood actors, and weave in its products while facilitating the setting up of their first home. Actors Vipul Gupta and Manjari Fadnis play the roles.

Onida expects the new promoo to tranform its image from image of a television company to a cross-category player.

Onida is restructuring its core organisational processes to strengthen the link between consumer insights and product design. This ethos is exemplified by their new tagline: Tumko Dekha Toh Yeh Design Aaya.

Four TVCs have been created by McCann Erickson for Onida's Black Beauty microwave, Thunder range of LCD and colour TVs, Atom DVD player and front- loading washing machine.  
Sriram Krishnamurthy, vice-president, sales, service and marketing, Onida says in a press statement, "India today is no longer concerned about 'neighbour's envy', especially when it comes to durables," says Sriram Krishnamurthy, vice-president, sales, service and marketing, Onida.

Krishnamurthy says, the new Onida needs to fit into their lifestyles by understanding their latent needs better and delivering quality products with thoughtfully designed features. This will be the core driver for Onida across its business and marketing processes.

Mirc Electronics, the company behind Onida, is now concentrating on changing trends. The company believes that people have become a lot more individualistic - they don't envy what their neighbours own but mostly go by what they like.