Onida has been aggressively marketing its consumer durables on Television since last couple of months. These include TV set, Washing Machine, Microwave oven and home theatre. But there is one thing missing in the TVC. Well, no point for guessing since it is so simple. The bald devil with horns, the most important ingredient which separated other consumer durable company ads from Onida’s. The present “Tumko dekha toh yeh Design aaya” ad is usual run-of-the-mill ad devoid of any clutter breaking copy. We will discuss the ad later but before that, why did Onida do away with the devil from its ads?
The devil was so impregnated in the minds of consumers that it reminded them of Onida. That devil stood as the Onida mascot. This unique identity separated Onida from the other ‘me-too’ products. That identity has been lost now. The devil had a top-of-the-mind recall.
The rationale given for doing away with the devil was that the emotional appeal of the ‘neighbour’s envy’ isn’t applicable in the present environment. Nothing can be further from the truth. When Onida had come with that concept, it was initial years of opening up the economy where Onida stood for class and only the rich people could afford it.
Post 2000, all MNCs have taken over that space. With increase in number of salaries, people buy these foreign brands and Onida was left no positioning. Onida could not sustain its premium positioning. Sony has taken over that premiumness which is used to impress their neighbours. Thus Onida has failed in its attempt to sustain the original ‘envy’ factor.
Now to talk about the new ad, it shows a young couple (seemingly newly wed) talking about the various products of Onida in its different ads. Thus the target market seems (intentionally or unintentionally, I am not sure) to be young newly married couples without children. Had they shown a middle aged couple with one or two children in the ad, this anomaly or doubt would not have cropped up. Apart from this, young couples nowadays are well aware of the various brands and they know the attributes and benefits of all. So technologically they know the quality of foreign brands is much better than Indian. It is a very mediocre ad with no creativity.
Onida needs to rethink its promotional message and go for a much more precise and focused outlook.
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