Onida's iconic Devil turns angel

Onida Air-conditioners has come out with a new brand campaign, conceptualised by the recently hired agency Zero:Zero. The famous 'Neighbour's envy, owner's pride' positioning has changed to 'Let there be Chill'

BestMediaInfo Bureau | Mumbai | May 4, 2016

Click on the image to watch the TVC.

Zero:Zero Creative Solutions has brought an all-new campaign for Onida air-conditioners and given the brand a new character to associate with. The iconic Onida Devil with bluish horns has been associated with the brand for over two decades. This time around, the agency has changed the character to give it an angelic form.

Detailing the features of the air-conditioners including maintenance, money saving, status symbol and even the services offered by the company, the ad film features the angel with a family of four. The TVCs sport the tagline “Let there be Chill”.

Kaushik Roy, Partner, Zero:Zero, said, “Onida has been one of the most iconic brands in Indian advertising with the famous 'Neighbour's envy, owner's pride' positioning. While we're staying with the thought of pride, we've decided to move from envy to benevolence. We're treating this as the resurrection of brand Onida.”

The film opens in the set-up of a higher middle class house, wherein the head of the family is conversing on the phone. Just then an angel appears and talks to the family about the features of Onida ACs, giving examples of eco-friendliness, inverter supported and money saving.

Kumar Subramaniam. Partner, Zero:Zero, added, “The communication task was to bring alive a range of great product benefits. While the creative challenge was to carry forward the brand's disruptive tone and personality, we attempted to create a personality that could be both, cool, techy and loving. We believe the line 'Let there be Chill' captures the core benefit of the powerful Onida AC in an authoritative tone.”

Sunil Shankar, Business Head, Onida Air Conditioners, said, “Through the years, Onida has been known for its innovative product offerings tailored for the Indian consumer. The Regalio inverter AC series carries that legacy forward with revolutionary features and modern styling. This new age technology is communicated through line 'Artificial Intelligence, Advanced Cooling'. We believe this will connect with today's generation as it fulfils their aspirations both from a technology as well as aspiration perspective. We chose to communicate this using a character that stands for this technologically future-focused orientation. Going forward, we hope to carry on communicating about our offerings using such breakthrough devices.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Onida

Business Head, Onida: Sunil Shankar
Marketing Communication Head, Onida: Nitin Navalkar

Creative agency: Zero:Zero Creative Solutions

Creative Partner: Kaushik Roy
Design Partner: Satish Ambewadikar
Business Partner: Kumar Subramanium
Director: Sizil Srivastava
Producer: Prithvi Luthra
Production house: Native Films
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