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Onida Devil Returns for a Cool Summer Brand Campaign

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Onida, a pioneer in home appliances, has launched its much-anticipated summer campaign for 2024, titled “Thande Dimag ki Soch: A Quirky Cricket Tale.” The campaign has been conceptualized by Onads Communications. At the heart of this campaign lies the revival of an iconic figure – the Onida Devil – in a refreshing narrative that captures the essence of cool thinking amidst the scorching heat.

Onida Summer Campaign: A Quirky Cricket Tale

The campaign unfolds with the story of an underdog cricket team pitted against a formidable opponent. In the face of daunting odds, the home team’s coach devises a unique strategy centered around “Thande Dimag Ki Soch” – the art of thinking with a cool mind. This unconventional approach not only surprises the rivals but also leads to an unexpected victory, showcasing the power of innovative thinking in overcoming challenges.

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Nitin Navalkar’s perspective

Nitin Navalkar, Head of Marketing, Onida: ‘While most Air Conditioner campaigns portray the physical discomfort of the summer heat, we were looking to communicate something different. Onads had an idea which really resonated. Back when electronic brands were chasing celebrity endorsements, Onida had its own celebrity in the Devil that could be owned by the brand for many years to come. This visionary approach led to the birth of the iconic Onida Devil in 1984. Recognizing the enduring power of this established property, we opted to revitalize it.”

Jignesh Maniar’s views

Jignesh Maniar, Founder, Onads Communications: “Onida is a brand with a rich legacy and we believe humour can work wonderfully in this category. Since this is the season of cricket mania, we created a story keeping the flavour of the season in mind. We wanted to revitalize their iconic Devil and use him as the connection between the story and the product.’

Vivek Saran’s views

Vivek Saran, President – COO – Sales & Consumer Business said, “Keeping the Indian summer conditions in mind we have introduced a wide range of Air Conditioners to cater to the Tropical regions of India where temperatures soar to maximum humidity conditions. Onida’s tropical Heavy-Duty Inverter ACs offer a perfect blend of Powerful Cooling, Energy Efficiency, Durability and Advanced Features. With a rapid growth in AC sales in the last 2 quarters, we are targeting a 40% increase in AC sales turnover.”

Multi-Channel Approach

To ensure maximum visibility, the “Onida AC Summer Campaign 2024” adopts a multi-channel approach, spanning print, digital, and OTT platforms. By leveraging diverse mediums, Onida aims to reach a wide audience, captivating consumers with its engaging narrative and compelling product offerings.

Wrapping up

As summer approaches, Onida emerges as a beacon of innovation and creativity in the home appliance industry. With its “Thande Dimag ki Soch” campaign, the brand not only revives a beloved icon but also redefines the narrative of summer advertising. By blending humor, nostalgia, and cutting-edge products, Onida invites consumers to embrace the season with a cool mind and a refreshing perspective.

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