For the purpose, the company has recently roped in Andersen Consulting to rationalise its cost structure and find avenues for cost saving, supply rationalisation, value engineering and extended supply chain analysis. It is expected to give the report early next year.

As part of the brand building exercise, the company has plans to launch a series of new campaigns (TVC and print), to be released at shorter intervals to make the brand more visible. In effect, it has increased its ad spend from Rs 30 crore in 1997-98 to Rs 35 crore this year.

Traditionally Onida has positioned itself as a premium brand commanding a 10 per cent price premium over other brands in the same segment. To have a presence in other segments the company recently introduced `Igo' the economy model. In April this year, it also launched the colourful `Candy' priced at Rs 10,000 for urban youth. Mirc is now projecting a topline growth of 30 per cent and a bottomline growth of 50 per cent next year.``Whatever money comes from this will be invested in the brands,'' says Sunder.

It is to be noted that Onida created one of the greatest brand recall value when it launched the `Devil' campaign a decade ago. Even as the `devil' icon is now dead, Onida is still known for its unique ad campaigns. However, ad campaigns is just one part of the marketing mix, says Sunder.

The company will also be looking at new media, interactive medium, point of purchase sales etc to make Onida a global brand. Says Onida's ad-agency O&M's creative director, Piyush Pandey: ``We will be looking at campaigns which will not only be exciting for the television industry but across categories in other markets and segments too.''