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Zero:Zero bags Onida AC creative account

The Mumbai-based agency won the account in a multi-agency pitch and has been mandated to work on the upcoming summer campaign of the brand. Everest had worked on the brand’s AC business last summer

Raushni Bhagia | Mumbai | March 3, 2016


Mumbai-based creative agency Zero:Zero Creative Solutions has been awarded the advertising mandate for Onida Air Conditioners following a multi-agency pitch. The agency will create a multimedia campaign to present the new range of Onida ACs this summer. The new range also includes inverter ACs.

Typically, a large AC brand spends close to Rs 15 crore for their peak season campaigns. Onida’s spend lies in the upper range. Everest Advertising had worked on the brand’s AC business last summer.

Nitin Navalkar, Chief of Marketing Communication, Mirc Electronics, 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 the transformation of the industry from window to split ACs, we now plan to transform the industry to inverter air-conditioners. In our endeavour to move towards a green planet, the company has migrated to green gas R410A for its entire range of ACs. Onida was the first in the industry to bring IoT (Internet of Things) in air-conditioners. Now, we have come with the complete range of Inverter IoT ACs.”

Navalkar also stated that the young team of Zero:Zero was impressive at the pitch. The multi-media campaign will break in March and will run through the summer.

Speaking about the mandate, Kumar Subramaniam, Partner, Zero:Zero Creative Solutions, said, "We are delighted to be chosen to charter the next step of Onida's journey. It's a big win for the 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, added, “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.”

Satish Ambewadikar, Partner at Zero:Zero, commented, “Onida is an iconic brand. We have all grown up with this name. It’s time to excite a younger audience.”

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