Onida "Padosi Jisse Jale, Malik Jispar Garv Kare"

Few advertisements in the colorful tapestry of Indian advertising have had as much of an impact as Onida TV’s “Neighbor’s Envy, Owner’s Pride.” The bold tagline “Padosi Jisse Jale, Malik Jispar Garv Kare” (The owner swells with pride, the neighbor burns with envy) encapsulated the ambitious ethos of a country on the verge of economic liberalization and elevated a basic television set to a status symbol.

Going Out-of-the-Box

The centerpiece of this legendary campaign was the Onida Devil, a horned, red-suited figure with a sly smile. This unorthodox mascot was a brilliant marketing move as it both embodied the “evil” of covetousness and made it enticing. With his cunning allure, the Devil sold more than simply televisions; he sold the fantasy of possessing something so appealing that other people would be jealous. This ad was unique in that it bravely embraced envy, a negative feeling, and turned it into a selling factor.

The target market consisted of India’s growing middle class, a group with more spending power and a penchant for upscale products. Onida presented itself as a distributor of social status as well as a source of amusement. The television served as more than just a watching device; it was also a conversation starter, a showpiece, and a representation of having “arrived” in life.

A Center of Excellence

Commercially speaking, it turned Onida from simply another electronics brand into a well-known brand that is associated with excellence and status. The catchphrase gained so much traction that people started using it outside of television-related settings.

The enduring impact of the campaign serves as a reminder of the ability of advertising to influence society rather than merely reflect it. “Padosi Jisse Jale, Malik Jispar Garv Kare” is a succinct statement that captures the aspirations, ambitions, and intricate social dynamics of a changing India during a whole age. It’s still a master class in reading consumer psychology and crafting a story that sells a lifestyle as much as a commodity.

Brand Facts

The ad campaign made it screen debut in the year 1982 and the articulation credit goes to Gopi Kukde who accelerated the growth of the brand to whole new level with this perfectly curated ad campaign.