DAIKIN
Vivek Saran
Head of Sales,
MIRC Electronics Ltd.

Onida Gears Up For The Festive Season With Exciting Product Launches And Consumer Offers

As the country gears up for yet another exciting festive season, we have exciting product launches ready along with some exciting consumer offers. For us, the festive season has begun right from Onam with the launch of Fabric Care Series in Semi-Automatic Washing Machines category, the designer glass top models named as Bristle Wash and Ultra Wash.

We always keep our customers in the fore-front while designing and developing the most valuable features in a product. One reverberating pain point of customers was removal of deeply rooted stains or dirt from cuff and collars in an effortless way. This led to the birth of Bristle Wash Washing Machine (available in 7.2 kgs and 8 kgs), which uses first-in-class Bristle Wash Technology in semi-automatic category. This machine features an elegant brush with bristles inside the washing tub to clean the stains or dirt from cuffs and collars in a manner rivalling that of a hand-washed fabric. This also features ‘Tri-Storm Pulsator’ which creates storm-like effect from three sides resulting in desired scrubbing action on hard stains.

Our other product, Ultra Wash Washing Machine, helps in optimal and effective cleaning in a classy way. This product possesses a specially designed ‘Pulgitator’ which generates a turbulent water stream inside the tub that removes the dirt and stains, available in 8 kg variant. Also, this prevents tangling of clothes. The 7.2 kg variant comes with a ‘Hexafin Pulsator’ comprising of 6 vanes which create a cyclone-like effect in the wash tub to give you a high quality wash while taking care of the fabric.

Furthermore, both the machines are equipped with heavy duty 400 W and 460 W wash motor (for 7.2 kg and 8 kg respectively) and 160 W spin motor combination. They also come with hydraulic dampener glass lid. Both the machines have been well accepted amongst the dealers across the country and we are confident that sales of Fabric Care series will result in a strong show in Washing Machine category in the upcoming Diwali season.

We have also recognized that the millennials of today desire unique smart best-in-class interactive technology that is bold and unconventional. This technology mirrors the way they express themselves and also enables them to make their opinion count. These millennials are significantly ahead in new tech adoption compared to older generations – particularly Gen Xers and Baby Boomers.

We are targeting to expand our market share and revenues in the smart LED TV category. As the Diwali festive season approaches, we will be launching 50 4K UHD Smart, which is a Netflix ready device, optimized to give an amazing viewing experience. It will feature 1.07 Billion colours, PIE technology and Mira Cast. The 4K UHD display comes with 3840 x 2160 pixels giving four times higher detailing than the HD display, thus bringing the moving images on TV come to life. We are also focusing on our Android series of 4K UHD Smart UIC LED TVs with HDR10 in this Diwali. These have Android 9.0 Oreo operating system and are future ready smart TVs. The TVs are powered by Google Assistant. Its smart AI algorithms and machine learning provide better suggestions and personalised content. It’s power packed performance comes with quad core processor, 2.5 GB RAM, a huge 16 GB of internal memory and Dolby sound. Onida has also rolled out a Special Cash-back Offer for the upcoming Festive Season starting 29 Sep 2019 to 31 Oct 2019. The Cash Back scheme is applicable through Credit Card Surrogate of all banks. The Cash Back is capped to `2000 or 10 percent whichever is lesser for loan amount greater or equal to `15,000. Onida has also collaborated with Bajaj Finserv for special EMI Schemes.

Besides these offers, this year, we have also invested heavily in in-store branding activities across our dealer network with POP and collaterals ensuring high visibility. Also, the campaign has been led by carrying out hoardings, localized press ads, and in-shop brand promotions in our stronger bastions to drive up brand awareness, recall and consideration.

To support these offline activities, we are also creating lots of content and advertising digitally through promo posts, digital ads and engagement activities amplifying all the consumer offers and lead product propositions.

We expect a bumper season ahead and wish everyone Happy Diwali 2019.

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