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Tag: Mirc Electronics Ltd

  • The ad has being conceptualised and driven by Taproot Dentsu

    Onida’s Devil makes a comeback for new print ad

    By A Correspondent

     

    Onida has launched its new print ad campaign ‘Maximum Impact –Maximum Sound’ for its newly launched KY Super Thunder Smart TV.  The ad has being conceptualised and driven by Taproot Dentsu.

     

    Vijay Mansukhani

    Commenting on this occasion, Vijay Mansukhani, MD, Mirc Electronics Ltd said “Television technology has changed by leaps and bounds over the last ten years. Onida is known for introducing innovative and advanced products by its experienced R&D team from time to time. The KY Super Thunder has a great sound, 4k picture quality and much required smartness in the TV.

     

    We are the only company which has been working on both sound and picture quality, whereas others have been focussing only on quality of the picture. As promised in the past, Devil is back and now represents entire brand Onida as a brand.”

     

     

  • Has tied up with India Premier League (IPL), spends Rs. 25 to 30 crore on advertising across all formats for the current year

    Devil makes a return at Onida

     

     

    Mr Murthy of Voltas move over. Onida has launched its new advertising campaign for its air-conditioners for the summer season. The company is spending Rs 25 to 30 crore on advertising across all formats like television, print, outdoor and digital. Onidahas tied up with India Premier League (IPL) for advertising and is spending Rs 20 crore alone on IPL advertising.

     

    The brand has roped in Taproot Dentsu to conceptualise the summer campaign. The intention is to demonstrate the power of an Onida AC and give the brand a distinctive voice among the scores of air conditioner and cooler brands that are present through the season.

     

    Commenting on the association, Umesh Shrikhande, CEO, Taproot Dentsu said: “We were quite bowled over to learn of the many innovations that Onida has engineered for its products. This was a case of a very good and well-priced product not getting its due, thanks to the big budgets of the many brands in the category. The task of communication was to get the brand top of mind through communication that would make people sit up and take notice. I believe we have risen to this challenge well.”

     

    Added Vijay Mansukhani, MD, Mirc Electronics Ltd: “We are very happy to announce that our iconic devil, with which the masses resonated with is back. With the company now turning profitable and Onida offering product for product and design for design in comparison with the other consumer durable goods available in the market.”

     

     

  • The agency will create a multi-media campaign to present the new range of Onida Air Conditioners during the summer of 2016

    Onida awards AC business to Zero:Zero

    By A Correspondent

     

    Zero:Zero Creative Solutions has won the advertising mandate for Onida Air Conditioners. The account was won following a multi-agency pitch. The agency will create a multi-media campaign to present the new range of Onida Air Conditioners during the summer of 2016.

     

    Nitin Navalkar, Chief – Marketing Communication, Mirc Electronics Ltd., said “Onida is a strong brand in room Air Conditioners and holds a pole position of offering powerful cooling.  Having been a key player responsible for transformation of the industry from window to split Air Conditioners, it now plans to transform the industry to Inverter Air Conditioners.  In our endeavor to move towards a green planet, the company has migrated to green gas R410A and its complete range of Air conditioner is now with this green gas. Onida was the first in the industry who brought out IoT (Internet of Things) in Air Conditioners and now comes with the complete range of Inverter IoT ACs. We were impressed with the young team of ZeroZero who have been able to create a refreshing story while maintaining the core values for the brand.”

     

    Speaking about the mandate, Kumar Subramaniam, partner, Zero:Zero Creative Solutions said “We are delighted to be chosen to charter next step of Onida’s journey. It’s a big win for a new, passionate team at our agency. More importantly, we were blown away by the innovations that we saw in their new range of ACs; we felt the brand deserves a platform which brings alive these innovations in a vivid manner. We created a brand story which does justice to this while also being true to brand’s rich pedigree.”

     

    Kaushik Roy, (partner, Zero:Zero) adds “From a creative breakthrough POV, Onida is a high benchmark to keep in mind, and of course, a dream opportunity. We tried to demonstrate our big ambition through our creative strategy and the work . We’re thrilled that our thinking has found resonance with the great team at Onida. Now we’re looking forward to see how the world at large reacts to our campaign.”

     

    The multi-media campaign will break in March and will run through the summer.