The Devil’s back, a change in tagline and plans to move beyond just TV sets... and
look who’s shining!
Here’s one brand that prays for the ‘Devil’ to work its magic! And after praying for long, mercies have started pouring-in... Known as ‘single product’ brand, Onida’s latest efforts and for the first time, has been to move ‘beyond TV sets’. Their communication now reads as “Nothing but the truth”. They also got the Devil back, which has worked wonders. Onida aims at constant innovation and invests a substantial 4-5% of annual revenues in R&D. At the same time, it spent a substantial Rs.8 crores on promotions during Soccer World Cup 2006.
For Complete IIPM Article, Click on IIPM Article
look who’s shining!Here’s one brand that prays for the ‘Devil’ to work its magic! And after praying for long, mercies have started pouring-in... Known as ‘single product’ brand, Onida’s latest efforts and for the first time, has been to move ‘beyond TV sets’. Their communication now reads as “Nothing but the truth”. They also got the Devil back, which has worked wonders. Onida aims at constant innovation and invests a substantial 4-5% of annual revenues in R&D. At the same time, it spent a substantial Rs.8 crores on promotions during Soccer World Cup 2006.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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