Onida eyes comeback with new categories, 100-inch QD Mini LED TV and iconic ‘devil’ mascot
Kolkata: Electronics brand Onida is planning a comeback with an expanded product portfolio and a refreshed marketing push centered around its iconic mascot.
The company launched its flagship 100-inch QD Mini LED Television on Thursday in Kolkata. Gunjan Shrivastava, CEO and Managing Director of Onida Electronics Limited, said Onida will enter new product categories by 2027-28, moving beyond its traditional television and air-conditioner business.
“We are looking to broaden our portfolio as part of the brand’s revival strategy,” Shrivastava said.As part of the relaunch, Onida has decided to retain its well-known horned devil mascot. The company will roll out a new advertising approach featuring the devil in the next few months to reconnect with consumers.
Once famous for its “Neighbour’s Envy, Owner’s Pride” campaign, Onida is betting on premium products and nostalgia-driven branding to regain ground in India’s competitive consumer electronics market.
