Abstract

The caselet elaborates on the efforts taken by Mirc Electronics to promote its television brand Onida. The caselet describes how the brand mascot - ‘The Onida Devil’, helped Mirc Electronics gain brand awareness for its televisions in the early years. The caselet then examines the marketing communications strategies of the company in the late 1990s after the company abandoned its popular brand mascot. Finally, the caselet provides details of how the company again re-launched ‘The Onida Devil’ with the objective to further break away from the clutter and build up brand recall for its television brand.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Brand mascot and its role in brand management
• Use of advertising appeals in marketing communications campaigns
• Promotion of consumer electronics brands in India
• and Importance of focus group study in marketing communications.

Keywords

Onida, Brand Recall, Brand Mascot, O&M, Mirc Electronics, ‘Onida Devil’, Advertising appeals, Envy Proposition, Unified Brand Proposition, Rediffusion DY&R, Top-of-the-Mind Recall and Umbrella Branding