The Onida Story - Individuality rules over Neighbor’s envy

Now I am sure you are no more wondering what I am talking about here. You must have noticed Kajol on television, where she tells the importance of spending family time with the help of Whirlpool magic and now for the lovely youth we have a surprise from Onida. It’s official now. Onida has finally replaced its very own iconic devil with a lovely couple busy making a good life with the latest Onida consumer durables.

Strategically the step is commendable as the customer insight of young India is not at all that of ‘Neighbor’s Envy, Owner’s Pride’. Young India believes in individualism. Moreover, the affordability has increased manifolds and the era is of individualism. Onida, from Mirc Electronics has almost lived for more then 20 years on the concept of neighbor’s envy but the current day consumer cannot connect with the same. Also, the current ads also bring in the emotional connects that too with respect to the nuclear lifestyle of working couples. The current TVCs for Onida – Slim Washing Machines make sure that they show the husband in the as a metro sexual figure who doesn’t mind taking up the household chores as well.

The devil was bought back in the year 2004 with Ashish Choudhary portraying the devil after the discontinuation in 1998. This time it seems that Mirc Electronics has decided to move on. This move will prove to be an absolute Brand Rejuvenation of Onida. The brand re-birth from devil to a young couple is not only a marketing move but also adds more relevance and would certainly be one of the best examples, depicting India’s new consumerism. Nevertheless, its time to say, 'Goodbye Devil' for Onida.