Onida: Tumko dekha to yeh khayal aaya

Brand: Onida

Agency: McCann Erickson

Is the devil really dead ???

Well as for now, it sure does seem like the devil is no more. With a series of adverts focusing on various themes of the erstwhile electronic giant, it does seem as if they have finally decided to move on without the devil. Revolving around a young couple, the series of ads seem pretty similar to what LG had done with Abhishek Bachan as the protagonist.

Onida as a brand is now considered an obsolete brand with no new technology products. But all these ads focus on, if not the latest technologies, but much advanced than what Onida is known for!!!

This kind of branding revolves around the concept of a "Silver Bullet". Advertise about the products that are way above your target group, they may not sell, but in turn help the regular products to be sold. Talking about the LCD TV may not push the sales of the LCD TV for Onida, but it surely will improve the brand image and will push the sales for its CRT TV.

Lets see if this image makeover can help revive Onida in the consumers minds.

Here are a few more adverts from the same series of ads!!!

Knorr Soups: Tummy bhi khush, Mummy bhi khush

Brand : Knorr Soups

The need to reposition knorr as a healthy snack before dinner has finally arrived. For a long time, HUL has left knorr soups to make its own place in the consumers minds and their kitchens. But now is the time when they realize that in order to grow the brand and the category, for which knorr soups command a healthy 70% market share, the product needs to be positioned particularly in the consumers kitchens. And what better than a healthy pre-dinner snack.

The use of time 7Pm in the advert also makes it more closer to dinner than the regular evening snacks.

Also with the focus of HUL moving towards food products, knorr soups for a major role in the future growth strategy of the FMCG major. Just a comparison, the foods division of HUL contributes just 16-18% of the total revenues while its global parent Unilever has 50% revenues coming from the foods division. This stark difference has forced the company to shift its focus towards food products. The launch of website www.cookitup.in is also part of the similar strategy.

Thums Up: Mil Gaya Boss

Brand: Thums Up

A non-contemporary advertisement as per the regular Thums Up ads that we are used to in the recent past. Two things that stuck out very prominently in this one are

1. There are no stunts performed. Though the ad does show its brand ambassador Akshay Kumar as having just performed a daredevil act to get to his loved Thums Up and with the words "Mil Gaya Boss" (Got it Boss), it kind of fills in the empty space of the stunt.
   
   
2. A female drinking Thums Up. Now this ones a new!!!
   We are used to good looking females being used only as props along with the male protagonist is most of the ads. With the brand having a highly masculine image, this can be touted as an attempt to move to a more uni sexual appeal for the product. But could it lead to a brand dilution for a well established brand like Thums Up which is the largest selling sparkling drink in India.
   I do agree that its just not the men that drink Thums Up and a lot of females too swear by it, but I still feel that this attempt might just result in unsettling the brand from its established image, for good or for bad is yet to be seen :)