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The devil is back in Onida’s new print campaign

Conceptualised by Taproot Dentsu, the campaign targets today’s tech-savvy generation and promotes the sound features of the KY Super Thunder smart TV

Onida has launched a new print ad campaign “Maximum Impact –Maximum Sound” for its newly launched KY Super Thunder smart TV, continuing to focus on its well-known slogan, ‘owner’s pride’.

Conceptualised by Taproot Dentsu, the ad campaign reflects the positioning of the brand as a category-defying sound that will blow away the connoisseur of sound. It aims to tap today’s generation who are smart and connected well with the technology.

Ayesha Ghosh, General Manager, Taproot Dentsu, Mumbai, said, “While flat TVs deliver excellent picture quality, the focus was not on sound. Moreover, sound quality is found to be surprisingly wanting even among international brands. This was the glaring gap that was plugged by Onida’s KY Super Thunder series.”

“The task for us was simple, thanks to the sharpness of the brief and the uniqueness of the proposition. The Onida devil adds a branded edge to an already disruptive proposition,” she added.

Vijay Mansukhani, MD, Mirc Electronics, said, “Television technology has changed by leaps and bounds over the last 10 years. Onida is known for introducing innovative and advanced products by its experienced R and D team from time to time. The KY Super Thunder has a great sound, 4k picture quality and much-required smartness in the TV. We are the only company which has been working on both sound and picture quality, whereas others have been focussing only on quality of the picture. As promised in the past, Devil is back and now represents entire brand Onida as a brand.”

The brand is focussing on print ad campaign across national and other regional dailies spread across India. Besides, very strong BTL activities have been planned with all the MBOs across India to deliver the essence of the brand and enhance visibility.


Client: Onida

Creative Agency: Taproot Dentsu

Creative Team: Santosh Padhi , Durvesh Gaikar , Sushant Kadam, Gauri Burma

Account Management: Umesh Shrikhande, Ayesha Ghosh, Tapan Desai, Vrinda Nair

Photographer: Loknath Panigrahi    

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