Obit: Goutam Rakshit, ad veteran behind Onida Devil, passes away

Goutam Rakshit, advertising veteran, strategy advisor and brand builder, passed away today morning. 

Over a career spanning decades, Rakshit has helped many Indian entrepreneurs to launch their products and services, and to develop their businesses successfully. But it is his creation of the iconic Onida Devil and the famous tagline – ‘Neighbour’s Envy. Owner’s Pride.” – that Rakshit is most remembered for. 

Rakshit’s LinkedIn profile states, “Goutam helped Onida to become the No.1 premium TV brand in just 3 years – using what he calls ‘intimate insights’ of the Indian customer mindsets – Developing long term Marketing & Positioning strategies, and – Creating breakthrough advertising.” 

Rakshit founded his agency, Advertising Avenues, way back in April 1982. The agency focused on start-ups and SMEs, who found it difficult to obtain the professional services of big organisations, either because they were too small, or because they couldn’t afford their high fees. Some of the brands handled by the agency included Onida; VIP Skybags; Marico’s Parachute Coconut Oil; Cadbury: Bournvita Biscuits, Butter Gluco Biscuits; Ravalgaon Confectionery: Pan Pasand, Mango Moods, Coffee Toffee; Parle Agro: Fruit Drinks; Tips & Toes range and many more. 

Earlier this year, Rakshit had set up Goutam Rakshit & Associates, an affordable business, marketing & advertising expertise for medium & small enterprises, ad agencies, and NGOs.