Back in 1966, a little girl in a polka dotted dress was conceptualized by Sylvester DaCunha when India was just taking baby steps in creative advertising. Soon, the utterly-butterly delicious girl won over not only the ad-world but an entire nation who now considers her their very own. In the world of in-the-face celebrity advertising, she still stands out due to her witty punch-lines and old-world charm. Apart from this, other brand mascots that have been a roaring rage are Air India’s Maharaja, Asian Paint’s Gattu and the Vodafone Zoozoo, among others.
What’s old is new again
There’s something curiously nostalgic, reassuring, and even heartwarming about brand mascots. At a time when increased social media celebrity and brand trolling has become the name of the game, it’s interesting to see brands world-over reviving their mascots. Refreshed and ready to prance, online card and gifting site Moonpig was the latest one to revive its mascot after a four-year hiatus. Michelin too has injected new life into its marshmallow-looking mascot, Michelin Man by launching a brand campaign around it. Industry watchers weigh on why it’s a good strategy considering the highly-scrutinized world we are in today.
David Appasamy, Head-Brand & Strategy, Social Beat, notes that brands are beginning to revive brand mascots for good reasons. “A brand mascot provides instant differentiation and instant unique…