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Our Bureau

Mumbai , Sept. 1

Mirc Electronics Ltd, makers of the Onida brand of TVs and durables, has decided to launch a sequel to its well-known `Onida Devil' campaign. For long, the `Onida Devil' has been the face of Onida, along with the catchline Neighbours Envy Owners Pride.

A press release from Mirc says that its research showed that the "Onida Devil' continued to enjoy tremendous brand recall value with customers. In this context, Mirc has decided to launch the `Onida Devil II' in a new avatar, says the release.

The new `Onida Devil,' while retaining his customary horns, will otherwise be completely contemporary. Two new television commercials, created by Rediffusion DY&R and shot in Kuala Lumpur, Malaysia, will be aired shortly announcing the arrival of the new `Onida Devil'.

Mirc, says the release, intends to invest significantly till Diwali to support the initiative. Apart from these two commercials, which would be aired in September, Mirc would air additional two commercials in October with a total advertising spend of Rs 10 crore. The TV advertising will be supported by a 360-degree outdoor advertising campaign and substantial investments in in-shop merchandising.

Its multi-branding strategy of Onida premium range and the IGO value range has helped the company corner a 12 per cent domestic market share.

During the financial year 2004-05, Mirc is targeting a scale of 15 lakh CTVs, 3 lakh DVD players, one lakh washing machines and 25, 000 Acs, adds the release.

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