‘The Onida Devil’ Returns



Case Code : CLMC-038
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 05 Pages
Price : Rs. 100

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Key words:

Onida, Brand Recall, Brand Mascot, O&M, Mirc Electronics, ‘Onida Devil’, Advertising appeals, Envy Proposition, Unified Brand Proposition, Rediffusion DY&R, Top-of-the-Mind Recall and Umbrella Branding.


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The caselet elaborates on the efforts taken by Mirc Electronics to promote its television brand Onida. The caselet describes how the brand mascot - ‘The Onida Devil’, helped Mirc Electronics gain brand awareness for its televisions in the early years. The caselet then examines the marketing communications strategies of the company in the late 1990s after the company abandoned its popular brand mascot. Finally, the caselet provides details of how the company again re-launched ‘The Onida Devil’ with the objective to further break away from the clutter and build up brand recall for its television brand.


  » Brand mascot and its role in brand management
  » Use of advertising appeals in marketing communications campaigns
  » Promotion of consumer electronics brands in India
  » Importance of focus group study in marketing communications


Onida, a leading television brand, is still well known for its brand mascot ‘The Onida Devil’ and its punch line “Nieghbour’s Envy Owner’s Pride”. In the 1980s when owning a television set was considered a luxury, Onida launched its advertising campaign on the platform of envy, to promote its television range.

A green-horned devil with a long pointed tail was the spokesperson in all its ad campaigns till the 1990s. The ‘Devil’ helped Onida gain substantial market share and brand recall among the customers and become one of the top three television brands in the country. In 1998, Mirc Electronics (the owner of Onida brand) decided to abandon the “Onida Devil” in its communication campaigns as the brand mascot no longer appealed to the Indian consumer.

Questions for Discussion:

1. Over the years, Onida has used different kinds of appeals in its advertising campaigns, without consistent success of this strategy. In the new ad campaign with its old brand mascot, the company decided to use its original theme of ‘Envy’ again, though in a more subtle manner. What is the rationale behind the company constantly shifting its advertising appeal over the years?

2. The Onida brand was strongly associated with its brand mascot the Devil, and Mirc Electronics made efforts to change this perception among the consumers, by abandoning the brand mascot in 1998. But, the company had to bring back the Devil in 2004. Evaluate the pros and cons that a brand like Onida faces, when it is linked to the brand mascot and not the brand itself?