‘Neighbour’s envy, Owner’s pride’ – is a tag line that every Indian identifies Onida with. The brand had been associated with the ‘devil’ for more than two decades getting Onida the desired attention and making it a household name among the masses.

However, the brand feels that the devil no more applies to the target group and the TV is no more a subject of neighbour’s envy or a matter of pride for Indians.

“Onida is in the process of building a completely new brand mascot to appeal to India’s new consumerism. Noted ad veteran Prasoon Joshi and his team is helping the company in the brand re-birth process,” a senior company official said, while confirming that a decision has been taken to send the devil back to where it belongs.

Onida, established in 1982 under Mirc Electronics, today enjoys a strong equity among consumers making it one of the leading brands in India. It offers a wide range of household appliances, including air-conditioners, washing machines, DVDs, Plasma & LCD televisions and home theatre systems.

With the new campaign, the company aims to give stiff competition to international brands like LG and Samsung.

The new ad campaign would be launched by September-end. The brand would be revealed as the contours are being finalized by the team working on it, confirmed a source.