MUMBAI: Onida , an Indian consumer durable manufacturer, is gearing up to release a new print campaign for its air conditioners with the slogan “Torture Tested Onida Inverter ACs” with its iconic devil personality.

Mirc Electronics MD Vijay Mansukhani said, “This is a strategic move to create dealer confidence of being the first mover in the AC space and to generate customer interest pre-season. We are confident that this preseason offer will bring maximum benefits to our channel and consumers. We deeply understand the Indian family and their preferences and place them at the forefront of our innovations and offerings.”

Onida has close to 50 types of air conditioners. At the core of the new AC ad are six products: Coral as principal, others being Wave, Regalio, Iris, Indium and Onyx. These are Internet-of-Things (IoT) and Wi-Fi enabled ACs with strong 4-way swing delivering an anti-fungal environment and using green eco-friendly refrigerant and 100 per cent copper coil.

The brand is focussing on print ad-campaign across leading TOI and other regional dailies in tier 2 and 3 cities like Ahmedabad, Baroda, Rajkot, Surat, Kolkata, Guwahati, Patna, Hyderabad, Vizag, Mangalore, Mysore, and Raipur. Besides very strong BTL activities have been planned with all the MBOs across India, to deliver the essence of the brand and enhance visibility.