eighbour's envy, owners pride. Another of Indian advertising's taglines few will forget. The devil has been a part of the television industry since the launch of Onida. Though the advent of multinational brands pushed Onida onto the back foot, the devil with the black cape and green horns has stayed.

Onida's latest television campaign gives it a new tagline - Nothing but the truth. Envy, for many years, was the theme for Onida's advertising. Was the change necessary because the old line was no longer relevant? Vivek Sharma, vice president, marketing, service and sales, MIRC Electronics agrees: "In the 1980s and 1990s a television set was a prized possession for a household. Today, the TV is a necessity. Hence the old line has become irrelevant."... more