Mumbai: Onida, a brand in home appliances, has launched its summer campaign for 2024, Thande Dimaag ki Soch, conceptualised by Onads Communications. The aim is to push Air Conditioners.
Onida has taken a different route of a cool mind. The film tells the story of an underdog cricket team facing a formidable opponent. However, the home team’s coach utilises a strategy based on “Thande Dimag Ki Soch” (thinking with a cool mind) to outsmart the rivals and secure an unexpected victory.
Nitin Navalkar, head marketing Onida said, “While most Air Conditioner campaigns portray the physical discomfort of the summer heat, we were looking to communicate something different. Onads had an idea which really resonated. Back when electronic brands were chasing celebrity endorsements, Onida had its own celebrity in the Devil that could be owned by the brand for many years to come. This visionary approach led to the birth of the iconic Onida Devil in 1984. Recognizing the enduring power of this established property, we opted to revitalise it.”
Jignesh Maniar founder Onads Communications said, “Onida is a brand with a rich legacy and we believe humour can work wonderfully in this category. Since this is the season of cricket mania, we created a story keeping the flavour of the season in mind. We wanted to revitalise their iconic Devil and use him as the connection between the story and the product. ‘
Vivek Saran, president, COO Sales, Consumer Business said, “Keeping the Indian summer conditions in mind we have introduced a wide range of Air Conditioners to cater to the Tropical regions of India where temperatures soar to maximum humidity conditions. Onida’s tropical Heavy-Duty Inverter ACs offer a perfect blend of Powerful Cooling, Energy Efficiency, Durability and Advanced Features. With a rapid growth in AC sales in the last two quarters, we are targeting a 40% increase in AC sales turnover.”
The ‘Onida AC Summer Campaign 2024’ will leverage a multi-channel approach reaching audiences across print, digital and OTT platforms.
