New Delhi: After making Aamir Khan deliver the witty thanda matlab Coca Cola and thande ka tadka quips for Coke, ad-man Prasoon Joshi is now penning a new script for the “green devil” — the mascot of Onida, which is seeking to give the campaign for its LCD TVs a makeover.
Recently McCann Erickson had bagged the creative account for TVs, DVDs and masterbrand for Onida, which was earlier handled by Rediffusion DYR.
Joshi, who is the executive chairman and regional creative director (South Asia) of McCann Erickson, is holding his ideas close to the chest and declined to give a sneak peek into the creative side of the campaign but said it would be a fresh one.
“Campaign for Onida’s lower end IGO TV is done by us and we are also designing advertisements for the entire television range,” Joshi told PTI.
Yet, Joshi has his task cut out — making the “devil” feel at home promoting more technologically advanced products.
“We are increasing focus on LCD television this year and are looking at new creative focus on our electronics range, including LCD TVs which will play a major role,” said Vivek Sharma, vice president (marketing and sales), Mirc Electronics, which owns the Onida brand.
He said the company has moved advertising account for its TV, DVD and masterbrand to McCann Erickson from Rediffusion DYR to “enhance creative image of the brand” but the account for the appliances division, including wasing machines, ACs and microwaves, remains with Rediffusion DYR.