On what parameters did you base your decision?
My decision is based on six parameters. The first is brand fit. In this case the fit was perfect. The second is big idea. The tagline was the big idea in itself. It set this brand apart from the rest. Quite like a sore thumb that stands out. The devil was the sore thumb that heightened the imagery to perfection.
Harish Bijoor Founder, Harish Bijoor Consults Inc
Then comes memorability. The brand is still high on recall, thanks to its campaign. You bring the name Onida into any focus group and out comes the imagery of the devil and the slogan. The fourth parameter, according to me, is the relevance. The tagline and the campaign was a total fit for an India that was just about walking into the era of consumerism.
The last two parameters are single-mindedness and “campaignability”. The campaign was focused and single-minded for sure. This was not material for one campaign. The little devil would hold forth for generations.
What do you think was the key idea the campaign was trying to drive home?
A simple one: This is a very nice television set and it stands apart from the rest. If you bring it into your home, it is going to be the talk of the town. Neighbour’s envy and your pride. Go for it!
What are your takeaways from the campaign?
My personal takeaway as a consumer would be the fact that there is a new television in town. It is a mean looker. Take it home and become the first to do it. Become an envy point.
Sometimes because of the emotional element in a campaign, there is greater recall for the story than the product or service advertised. Do you feel the same thing happened to Onida the brand?
This campaign was totally product-centric. It started with the brand name, went deep into the product, and related that one key commandment of envy as a positive. It related very well to a society that others were becoming envious of. Envy is still green... and fresh. In fact, envy as a sentiment is evergreen.
Did this campaign win any awards? Do advertising awards serve any purpose?
Many awards really. But I think awards just do not matter. Awards are out here in the industry for many reasons. One is to self-gratify. Another is to say that I matter. And yet, there is the fact that awards is an industry in itself. People make either money or goodwill out of advertising awards that are dished out ever so often. And both money and goodwill are currencies you can encash in many ways.
The best award a campaign can win is the like of its customers current and potential. Onida did just that, across generations of buyers. The product dies, but the brand lives forever.