Taproot Dentsu bags Onida's creative mandate

Onida, the electronic brand from Mirc Electronics, has handed over its creative mandate to Taproot Dentsu. Taproot won the mandate following a multi-agency pitch.

Onida’s advertising mandate was earlier with Zero:Zero Creative Solutions. The agency had won the mandate in a multi-agency pitch earlier in March 2016.

Onida’s new campaign is expected to hit the screens during IPL.

The brand, which has been facing some tough competition ever since the Indian economy opened its doors to international players after liberalisation, changed its communication tack in 2016 by replacing its iconic mascot ‘The Devil’ with a ‘Bionic Man’.

But the campaign failed to capture the imagination of the consumer like its earlier campaigns and the company was in the process of coming up with a new camping for its air-conditioner business.

Onida has been spending about Rs 30-35 crore on marketing for the last four to five years. The brand has now earmarked around Rs 75 crore for marketing for FY18-19.

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