The Devil's Back, Back Again!

The Rise of Onida and Its Iconic Devil

Onida, a prominent name in the Indian television market since 1981, quickly gained popularity not just for its high-quality products but also for its unique and memorable branding. The green-horned devil mascot, introduced with the catchy tagline “Neighbor’s Envy, Owner’s Pride,” became a cultural icon in the 1980s. This clever marketing strategy played on the human emotion of envy, making Onida TVs a coveted luxury item.

The Devil's Impact on Brand Recognition

The devil mascot, with his mischievous grin and pointed tail, was featured in all of Onida’s advertisements until the late 1990s. This character wasn't just a mascot; it embodied the brand's identity and created a strong emotional connection with consumers. The devil's appeal was such that Onida became one of the top three television brands in India, with significant brand recall and loyalty.

The Decision to Retire the Devil

In 1998, Onida decided to retire the devil mascot, believing that the symbol of envy no longer resonated with modern Indian consumers. Along with the mascot, the famous tagline was also scrapped. This move marked the beginning of a troubled period for Onida. Without the devil, Onida struggled to maintain a strong, consistent brand identity, leading to a gradual decline in market share.

The Failed Comeback of the Devil

In 2004, Onida attempted to revive the devil mascot with much fanfare. Despite initial excitement from media and brand enthusiasts, the comeback was lackluster. Internal issues within the company, particularly the feud between the brothers and their brother-in-law, hampered effective brand promotion and new product launches. The devil’s new avatar failed to capture the public’s imagination like its predecessor.

Re-Revitalizing Onida with the Devil

Onida has brought back its iconic devil mascot this IPL season to promote its inverter ACs, aiming to capture attention. The brand has increased its advertising budget and is adapting to the digital age, looking to boost revenue from this medium. With its “Thande Dimag ki Soch” campaign, the brand not only revives a beloved icon but also redefines the narrative of summer advertising. By blending humor, nostalgia, and With rising temperatures and the IPL season, Onida's relaunch is timely. The question still remains: can the devil help Onida regain its former glory amidst fierce competition?

The Consequences of Inconsistent Branding

Post-1998, Onida's branding strategy suffered from frequent changes. The devil and the original tagline were iconic, and their removal left a void that subsequent campaigns couldn’t fill. The brand's identity became fragmented, leading to confusion among consumers. Each new advertising agency brought its own vision, further diluting the brand's message.

Lessons from the Onida Devil Saga

1. Consistency is Key: The continuous change in branding and messaging post-1998 confused consumers and weakened brand loyalty. Sticking to the devil and the original tagline might have helped maintain a stronger market presence.
2. Emotional Connection: The devil mascot created a strong emotional bond with consumers, something the brand couldn’t replicate with other strategies. This emotional connection is crucial for brand loyalty.
3. Internal Cohesion: Internal conflicts can severely impact brand performance. Onida’s management issues significantly contributed to its branding struggles, overshadowing the devil’s potential impact.

Currently, Onida holds an 8-9% market share in the Indian AC segment, which has only a 5% penetration rate, mostly in urban areas. The AC segment contributes 45%. Onida is also focusing on rural markets and leveraging the IPL to boost brand awareness.

Onida’s journey with its devil mascot serves as a potent reminder of the power of strong, consistent branding and the risks of frequent changes. The devil was more than just a marketing gimmick; it was the heart and soul of Onida’s brand identity. Reintroducing it thoughtfully could potentially revive the brand’s fortunes but the jury's still out on that one!