Brand mascots are a part of marketing. Some mascots are so famous that people recognize the brand after getting to know about the mascots associated with it. Advertising in Indian has seen many popular mascots like Amul girl, Asian Paints’ Gattu etc. Onida’s devil is also one popular name on this list.
Also Read: 10 Most Iconic Brand Mascots That Give Us Marketing Goals
The story of Onida & its devil mascot
After the wait of so many years, Onida’s devil is finally back and is featuring in latest IPL ads. This mascot helped Onida to make a space in the heart of Indians back in the 90s when the company was a market leader in the country. Sourav Chakraborty is the latest one to act in this avatar and is trying to fill the shoes of David Whitbread (played the role for 14 years), Rajesh Khera, Aamir Bashir and Ashish Chaudhary.
Last time Onida used the devil mascot around 8 years ago. The Devil will help Onida to recall the brand identity and market products in multiple segments including TV, Washing Machine, AC, and Microwave. Talking about the new campaign, Neeraj Kanitkar, Creative Director, Taproot Dentsu, Mumbai, said:
“The Onida Devil is one of the most memorable icons of Indian advertising. When we had to create a campaign for Onida Inverter ACs, we knew that we just had to use him. After all, who but the devil knows which AC works the best even in the most extreme heat. He was resurrected in a new avatar as a die-hard fan of Onida Inverter ACs. The only ACs powerful enough to keep his house cool in the scorching heat of hell. A true testament to cooling prowess, if there ever was one.”
The response of audience
Audience is giving mixed comments on this return. Some are very happy to see the devil face again and many believe that producing the same impact is not easy now as a lot of things have changed. Liril also tried similar strategy to come back but failed because the relevance had gone. Brands know that the feeling of nostalgia can make them get their customers back and it will be interesting to see the response of Indians to these ads in coming days.You can watch the latest Onida ad below:
