Onida turns to the devil, again

The brand is hoping to revive its lost magic with an old mascot. Will it be third time lucky?

For a brand that has seen recall and value slide down a slippery slope for years now, Onida is pitching its lot in with the devil one more time. With a new campaign, it plans to bring the iconic mascot back, albeit in a modern avatar. Mirc Electronics, which owns the brand, is hoping to revive Onida’s fortunes by resurrecting the promise and the positioning that the brand successfully occupied over two decades back. However, this is the brand’s third attempt at a new life and given the proliferation of global brands that promise superior technological experience and service, Onida