3 comments on “Blast from the Past: Onida Devil Campaign

  1. Thanks for the comment Piyush.

    I believe it would differ a bit across categories depending on how ‘new’ or ‘unconventional’ a category is, or how is the consumer receptiveness towards the new product. Generally, you are right that a new category creation would start with product benefits. I shall take a few examples to compare different launches :

    1. Emami Fair and Handsome created Men’s fairness creams category – the ad emphasized on the product being specific to Men. Even though it added an element of ridicule to using women’s creams, it was still trying to reinforce that Men’s and Women’s creams are different.

    2. Yakult is trying to create a sub-category of sorts with probiotic drinks – it is a new category, but the consumer base is broadly receptive of nutritional supplements. Hence they could start via a focus on product benefits

    3. Gillette Fusion Razor – the 5-blade razors sub-category launched by Gillette, talked about the superior benefits of the product, because the consumer understanding of razors is reasonably good

    However, at the time of launching a product category which the consumers are not receptive or not aware, I believe we need to set up an emotional connect as well. This was the case with Onida at the time of its launch. Other (slightly over-simplified) examples might be: Micromax’s launch of economy smartphones was based on creating fun via comparisons with established brands like iPhone and Samsung, Lenovo’s Yoga tablet ads have a strong under-current of labelling buyers as ‘smart people’ etc.

    Regarding carbonated beverages, they never really had any ‘product benefits’ to speak of, hence have always depended on other emotional connects – if you recall, the oldest Gold Spot ads during the India launch presented the product as the ‘zing thing’.

    Conclusion – Depends a lot on the consumer – how receptive and how aware are they to the category.

    Keep writing, would love to hear back from you.

  2. One question here. Is my inference from above post correct that in still evolving categories emotions rather than features based advt works better, and in categories where the product is now established an ad focussing on product features works better?

    I would generally assume it to be the opposite. Take category of carbonated beverages. A Pepsi/Coke would try to make an emotional connect rather than a do a product/feature based advt.

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