The Devil returns
Charu, taking time off from her reflections points me to an Indian Express, (not rated high in my list of newspapers, though) story.
The story is about the return of the Green Devil, that lovable, brash little mascot/brand-ambassador/icon/mnemonic device of Onida, one of the better known Indian TV and Electronics Brand.
And about time too, if you ask me.
For a whole decade, the little green one mesmerised and shocked the public with his bold, brash ways. In a middle class India that was just beginning to undergo a transformation, (from a set of people overly apologetic about spending and personal wealth, we have come to almost looking at wealth as a virtue. But only almost. It takes more time), The Devil told people it is OK to be a show-off. It’s OKAY, really, to flaunt what you have, cause you deserve to.
He told me and you and the others that it was perfectly okay, in fact, to be a vain bastard.
And for that, I shall always be grateful.
The Devil, created by the agency Avenues, was for years a winner at one award show or the other. And in fact, was the winner of the best “Continuing Campaign” award in the 80s.
And then, The O&M factor happened. One agency I respect more than anything else, Ogilvy and Mather won the advertising account of Onida, and had to kill the devil, and had to hide the body. “Negative sentiment and thoughts” was the excuse. Like who cares!
But it is heartening to know he will come back, even if in a different avatar. Am waiting, with bated breath, for the first commercial to hit the air.
on September 3rd, 2004 at 3:07 am
Pleo: The story I quoted has all the details. Check it out.
on September 3rd, 2004 at 10:21 am
The Devil’s back.
Charu, true to her word, has pointed to an interesting piece of news. Check out the full story in the Chicken Rules: The Devil Returns…
on September 3rd, 2004 at 11:23 am
It was David Whitbeard… a model coordinator, I think… check out the express story… this is the only ad he modelled for…. haven’t seen the new one but the old devil ruled!
on September 3rd, 2004 at 11:29 am
I always wanted to know who played the older devil. Any idea?
on September 4th, 2004 at 2:14 am
I love that ad and the devil
And I will be there to see it..yippeeee:D
on September 4th, 2004 at 2:31 am
Alpha: unfortunately, they want one a little less beautiful. I am too much of a dashing hero, according to the people, to be a devil
Charu: WIll do
Queer; Do watch the ad. it is on air
on September 4th, 2004 at 12:36 pm
I’ve added some stuff on my blog… check it out… and respond.
on September 7th, 2004 at 7:54 am
they agency guys were looking for some pro to act as the devil …they couldn’t find or like what they found..ultimately they asked one of the guys working there to don the grease paint..and the devil was born..this was during mid/early 80s …dunno if he is still working there…