The latest from MIRC Electronics is an ad campaign to support the relaunch of the KY series, a product from Onida's high-end `Unique Collection'. The one-ad print campaign and 30-second television commercial emphasises the superior sound quality of the product, which has been reintroduced in the market with upgraded sound. Following the enhancement in sound output from 240 watts to 300 watts, the product has been renamed `KY Rock' from the `KY Series.'

True to the Onida tradition, this campaign too screams for attention. The print ad features an animated donkey braying loudly from a KY-Rock screen, while the tagline reads: `The Onida KY Rock. Just about anything sounds good on it.' The TVC, which features cricketing idol Sachin Tendulkar, with the voice of Bollywood superstar Amitabh Bachchan, might leave the cricket saturated viewer gasping for a change.

Fresh from Close-up

Hindustan Lever Limited (HLL) has recently launched a theme campaign for itsnew product Close-Up Oxy-Fresh toothpaste. Handled by Hindustan Thompson Associates (HTA), the campaign includes press advertisements and three 45, 25 and 10-second television commercials. Targeted at teenagers, the campaign highlights the merits of the new product that has oxygen bubbles in it.

Regarding media plans, the TVCs are being aired on Star TV, Zee, Sony, DD1, DD2 and regional channels, while the press ads are being released in all the leading dailies across the country.

Raymond Website wins Gold

The Raymond Corporate Website has won a gold at the recently held Bangalore Ad Club Awards. Earlier in the year, it was also adjudged the `Best Indian Corporate Website' at the Abby Awards organised by the Mumbai Ad Club. The site -- created by Rediff-on-the-Net and Enterprise Nexus -- was rated very high on originality, relevance, power and execution of idea. The site was launched with the objective of taking `The Complete Man' concept onto the net and projecting Raymond as a forerunner in theworld of fashion. Several sections, like the `The Complete Man Poll' and `Fashion Police' are strategically designed to hold the browser's attention while educating him about the company's product portfolio.