Onida AC Drives Mirchi ‘It’s Hot’ Campaign

Onida AC launched a nationwide campaign using Radio Mirchi, removing the station’s iconic “It’s Hot” tagline to showcase cooling power.
The missing tagline sparked curiosity across on‑air shows and digital platforms, leading listeners to question the change and generate buzz.
Onida highlighted product features—5‑year warranty, ₹1 starting price (T&C apply) and 9‑in‑1 convertible technology—through RJ conversations.
The campaign was executed simultaneously across multiple markets, leveraging RJs as content creators, social personalities, and meme generators.