The company has roped in McCann Erickson to help it create this image shift, moving away from its mascot ‘Devil‘ and tag line, ‘Neighbour‘s envy, owner‘s pride‘.

As part of the brand building process, Onida will kick start a cross category campaign from 15 September and will run it till end of next month.

While two-third of the media mix will include television, print and out-of-home, one-third of the promotions will be held across digital platforms.

Says Onida VP for marketing and sales Sriram Krishnamurthy, "As we are rebranding, we are moving towards new platform. Devil, which used to be a symbol of envy, doesn‘t exist any more. With this campaign, simultaneously we are targeting to young generations."