Account won following multi-agency pitch
With the changes in the way advertising and brands operate, who looks after the brand, Campaign India asks...Walt Disney’s former CEO Michael Eisner once said, “A brand is a living entity - and it is enriched or undermined cumulatively over time to become the product of a thousand small gestures.”
On Storyboard this week, learn how marketers increase sales in the festive season, especially with the slowdown looming overhead. Storyboard showcases strategies of durables, snacks and garment categories which rely most on the festive spirit for sales.Is marketing a sufficient solution to Onida's problems? Learn more about the Onida's new positioning.Also catch Sachin Tendulkar on the sets of the latest Aviva Life Insurance commercial, and Shots Spot and Noticeboard.
MIRC Electronics, promoters of consumer durables brand Onida, have unveiled a new 360 degree campaign. With this campaign, the brand aims to grow its market share in the consumer durables category. The new campaign has been designed by McCann Erickson and sports the tagline, "Tumko Dekha Toh Yeh Design Aaya'. The brand has laid its mascot, the Devil, to rest and will now use a new age couple, 'Siddharth' and 'Ritu' to communicate its proposition to its consumers.
McCann Erickson Delhi has rolled out an innovative outdoor campaign for its client, Onida, with the objective of promoting Onida’s fully-automatic top-loading washing machine as one that handles the maximum wash load in its category.“To demonstrate the efficiency of Onida’s fully-automatic top-loading washing machine at handling bulk laundry, McCann Erickson created the longest makeshift clothesline that anyone would have ever seen,” said Vineet Mahajan, creative director, Mc Cann Erickson Delhi.
Publicis Ambience has named Bapi Bit as its senior creative director. Bit comes from Rediffusion DY&R where he was a creative partner. At Publicis, he will work closely with Ashish Khazanchi and Prasanna Sankhe, national creative directors.Bit’s portfolio include Sony Max, American Express, Onida, Tata Motors and Colgate. In his overseas stint, Bit had launched Peugeot 206 in Africa, and worked on Parker, Rover and Holiday Inn, among others.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins