M2-Magic Moments Vodka, a Radico Khaitan Ltd. brand, has recently launched its seven flavors for Indian market. The flavors are raspberry, ginger, lime, lemon grass, green apple, chocolate and orange.
The new brand is targeted at youth. The M2-Magic Moments Vodka has unique packaging which draw consumer attention. The bottles have graphics directly printed on to them, and Radico Khaitan has invested in the latest packaging decoration technology currently being used in Europe.
M2-Magic Moments Vodka promises everything that a person’s life should have – enjoyment, fun, zest and zing. It’s a product which stands for excitement in life.
Bollywood actor Hrithik Roshan has been signed on as the brand ambassador for M2 – Magic Moments vodka. The energy and stylish modern appeal of Hrithik fits well with the international, young, energetic Magic Moments vodka brand and the experience that it promises its consumers.
Showing posts with label Advertising. Show all posts
Showing posts with label Advertising. Show all posts
Aamir Khan is Jhingalala for Tata Sky
Khan has been in the news these days, heavily promoting his latest production, Jaane Tu… Ya Jaane Na, which is also his nephew, Imran Khan’s debut film. Recently, he has started endorsing Samsung and Parle Monaco. He has been the Titan brand ambassador for a while now.
Tata Sky is a joint venture between the Tata Group, STAR TV. In this venture TATA owns 80% and STAR TV owns a 20% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. The company uses the Sky brand owned by British Sky Broadcasting.
Tata Sky, has roped in Aamir Khan as its brand ambassador. Bollywood star Aamir Khan has entered into a long-term contract with Tata Sky. Aamir Khan will be used extensively for communicating the benefits of Tata Sky to the Indian consumer. It is definitely a strategic move as the rival dish TV has signed Shah Rukh Khan. Tata Sky would use Khan to take the brand forward. He is not the first brand ambassador for the 21-month old DTH service provider. Hrithik Roshan was used during the Cricket World Cup in 2007 for select campaigns and other film stars like Kiron Kher and Paresh Rawal were also used for some campaigns which basically testimonial ads.
Khan will feature in all the Tata Sky ads in print, TV, outdoor and radio with the popular Tata Sky tag line Isko laga dala, to life jhingalala.
Rediffusion DY&R is the company’s creative agency.
Tata Sky is a joint venture between the Tata Group, STAR TV. In this venture TATA owns 80% and STAR TV owns a 20% stake. Tata Sky was incorporated in 2004 but was launched only in 2006. The company uses the Sky brand owned by British Sky Broadcasting.
Tata Sky, has roped in Aamir Khan as its brand ambassador. Bollywood star Aamir Khan has entered into a long-term contract with Tata Sky. Aamir Khan will be used extensively for communicating the benefits of Tata Sky to the Indian consumer. It is definitely a strategic move as the rival dish TV has signed Shah Rukh Khan. Tata Sky would use Khan to take the brand forward. He is not the first brand ambassador for the 21-month old DTH service provider. Hrithik Roshan was used during the Cricket World Cup in 2007 for select campaigns and other film stars like Kiron Kher and Paresh Rawal were also used for some campaigns which basically testimonial ads.
Khan will feature in all the Tata Sky ads in print, TV, outdoor and radio with the popular Tata Sky tag line Isko laga dala, to life jhingalala.
Rediffusion DY&R is the company’s creative agency.
Shah Rukh Khan The King of Endorsements
In 1993, Shah Rukh Khan first appeared in three ads for tea brand Brahmaputra. The ads heralded the arrival of Shah Rukh Khan as a brand endorser of some stature. The very next year, he ended up endorsing three more brands – Hero Puch, Cinthol and Mayur Suitings. The series of his hits not only established him as a super star of film industry but also positioned him as a bankable endorser.
In 1996 he was signed by cola giant Pepsi, which can be seen as the turning point of his endorsement career. Shah Rukh Khan since then, has endorsed Bagpiper, Hyundai Santro and i10, Top Ramen noodles, Jeanne Arthes, Clinic All Clear shampoo, Emami-Sona Chandi Chyawanprash, Lux, Omega, Airtel, Nokia, sunfeast, Compaq, Home Trade, Videocon to name a few.
The superstar Shah Rukh Khan has 34 brand endorsement deals for year 2008 which is down from 37 endorsement brand in year 2007. I believe that other celebrity like Hrithik Roshan, Salman Khan, Aamir Khan and Akshay kumar have not shown great interest in the endorsement market. In the given scenario it is important to understand what makes him the most popular celebrity brand endorser around?
Shah Rukh Khan has been around for a long time, and has become a bankable name. He is the only one who has proved to be consistent for last fifteen years (since the release of his first movie in 1992). In recent past we have seen that the actors like Hrithik Roshan, Salman Khan, Aamir Khan and Akshay kumar are also consistent and bankable name of the Indian film industry but they are not the corporate world darling. In my views corporate world not only look for these two factors there are something more than this. The other important factors are – corporate friendliness, image of celebrity, brand personality of celebrity.
Marketers claim that Shah Rukh Khan’s appeal cuts across age, gender, and class, and blends the characteristics that mirror multiple identities – the ordinary middle class guy who went on to became the King. The king is a traditional and family loving Indian.
The biggest plus about the actor Shah Rukh Khan is that he holds self-made man image. The common Indian man associates with him and aspires to become Shah Rukh Khan. In last few years Akshay kumar has also attained status of self-made man which is challenge to the king. The other plus about Shah Rukh Khan is his image of down-to-earth, approachable person and his ability of straddling the classes and the masses. He is not niche actor like Aamir, and not even a down market actor like Govinda. In this parameter also Akshay kumar has taken a lead. This new image of the Bollywood star Akshay kumar can be a threat to the Shah Rukh Khan’s endorsement kingdom.
The fact that Shah Rukh Khan has been so overexposed by advertising leaves little room for credibility among consumers. I can’t imagine Shah Rukh Khan driving Huandi Santro or i10 but the fact that the Shah Rukh Khan’s fans still associate him with the products is doing wonders for him.
Amitabh Bachchan – The Biggest Celebrity Endorser of All Time
The celebrities are super achievers like Amitabh Bachchan, Sachin Tendulkar, Shah Rukh Khan. The celebrity has a life cycle. Among all Indian celebrities, Amitabh Bachchan is an exception. He is beyond the normal life cycle of a celebrity in terms of endorsements. Amitabh Bachchan is popular with possibly all demographic, psychographic, geographic. He commands respect across the length and breadth of India, cutting across the barriers of age, income, region and language. Today he is not only one of the successful actors but also one of the most successful endorses. Having said this I must talk about the fact that during the first two-and-a-half decades of his acting career when he was called the one-man Hindi film industry never endorsed any product.
Amitabh Bachchan
Amitabh Bachchan (Amitabh Harivansh Srivastav), born on October 11, 1942 in Allahabad, Uttar Pradesh is one of the most prominent Indian film actors of Bollywood. Amitabh Bachchan is known for his deep, baritone voice. He before entering the film industry applied for a job with All India Radio for the post of a news announcer, for which he was rejected – probably a destiny’s call. The actor also did Playback Singing for many Indian movies. The actor has also endorsed many brands and is one of the leading celebrity endorsers for Indian corporate world.
Birth of Endorser Amitabh Bachchan
In year 2000 Amitabh Bachchan, anchored Kaun Banega Crorepati (popularly known as KBC ) which positioned him into the league of the most expensive endorsers. The phenomenal success of KBC helped marketers realize that Amitabh Bachchan single-point attention-grabber. He is one Indian celebrity who could not only command attention but also lend his credibility status to the brands. He has been brand ambassador of products across industry and categories including Pepsi, Mirinda, ICICI Bank, Parker Pens, Reid & Taylor, Maruti Versa, Cadbury’s, Nerolac, Hajmola, Navratna tail, Emani Boroplus, Eveready, Dabur, Sahara city Home, D’damas, Binnani.
Amitabh Bachchan, before success of KBC had probably endorsed just one brand in mid nineties which was a corporate branding exercise for BPL. The campaign managed to position BPL as an aspirational Indian brand. After success of KBC he has endorsed brands in product categories as diverse as banking, soft drinks, batteries, paints, chocolates, automobiles, writing instruments, apparel, diet supplements, personal care and real estate.
Challenge for Endorser Amitabh Bachchan
It is believed that if the endorser is associated with many brands, exclusivity can no longer be associated with the celebrity. The audience gets confused when the same celebrity plugs many brands and hence the endorsement value gets eroded. In recent times, Amitabh Bachchan endorsement list has come down but he still endorses brands in double digits. And in my view most of his brands he endorses are doing good. I believe, if it was not Amitabh Bachchan the marketers would have been struggling with the ideas. Marketers can position Amitabh Bachchan as an action hero; an energizing personality; a jovial character; an advisor; a spokesperson; Mr. dependable and not to miss a passionate endorser – there is lot in Amitabh Bachchan which is unexplored. Having said this strongly advocate that marketers needs to use the celebrity power of Amitabh Bachchan judiciously.
Amitabh Bachchan
Amitabh Bachchan (Amitabh Harivansh Srivastav), born on October 11, 1942 in Allahabad, Uttar Pradesh is one of the most prominent Indian film actors of Bollywood. Amitabh Bachchan is known for his deep, baritone voice. He before entering the film industry applied for a job with All India Radio for the post of a news announcer, for which he was rejected – probably a destiny’s call. The actor also did Playback Singing for many Indian movies. The actor has also endorsed many brands and is one of the leading celebrity endorsers for Indian corporate world.
Birth of Endorser Amitabh Bachchan
In year 2000 Amitabh Bachchan, anchored Kaun Banega Crorepati (popularly known as KBC ) which positioned him into the league of the most expensive endorsers. The phenomenal success of KBC helped marketers realize that Amitabh Bachchan single-point attention-grabber. He is one Indian celebrity who could not only command attention but also lend his credibility status to the brands. He has been brand ambassador of products across industry and categories including Pepsi, Mirinda, ICICI Bank, Parker Pens, Reid & Taylor, Maruti Versa, Cadbury’s, Nerolac, Hajmola, Navratna tail, Emani Boroplus, Eveready, Dabur, Sahara city Home, D’damas, Binnani.
Amitabh Bachchan, before success of KBC had probably endorsed just one brand in mid nineties which was a corporate branding exercise for BPL. The campaign managed to position BPL as an aspirational Indian brand. After success of KBC he has endorsed brands in product categories as diverse as banking, soft drinks, batteries, paints, chocolates, automobiles, writing instruments, apparel, diet supplements, personal care and real estate.
Challenge for Endorser Amitabh Bachchan
It is believed that if the endorser is associated with many brands, exclusivity can no longer be associated with the celebrity. The audience gets confused when the same celebrity plugs many brands and hence the endorsement value gets eroded. In recent times, Amitabh Bachchan endorsement list has come down but he still endorses brands in double digits. And in my view most of his brands he endorses are doing good. I believe, if it was not Amitabh Bachchan the marketers would have been struggling with the ideas. Marketers can position Amitabh Bachchan as an action hero; an energizing personality; a jovial character; an advisor; a spokesperson; Mr. dependable and not to miss a passionate endorser – there is lot in Amitabh Bachchan which is unexplored. Having said this strongly advocate that marketers needs to use the celebrity power of Amitabh Bachchan judiciously.
Idea of Positioning and Differentiation
The two different books positioning and differentiation says the same thing. The book by Jack Trout on differentiation – Differentiate or Die is repackaging of his book coauthored with Al Ries on positioning – Positioning: The Battle for Your Mind. In my views when Jack Trout separated from Al Ries wrote Differentiate or Die to position Trout & Partners Ltd. Truly a positioning genius. I strongly believe that it hardly matters what you call the activity of buying share of consumer mind – positioning or differentiation you are doing same thing.
Brand managers across globe are busy differentiating their products or say working hard to position them. However, the major problems with most of the companies are that they don’t understand the concept of differentiation or positioning. In most of the cases they work on differentiation for the sake of differentiation. The situations in a few cases are so grim that some brand managers really don’t know the difference between a name and a brand. Addressing similar situation, Sergio Zyman, and Armin Brott says that If you don’t keep giving customers reasons to buy from you, they won’t. Awareness is absolutely worthless if it doesn’t lead to sales. In my views one can’t blame the brand manager solely for the problem. The problem of positioning also depends on the proliferation of me-too products. Today any company can come out with almost similar product that their competitors have within a few days.
The brand managers of successful brands take their brand for granted. They don’t work on them regularly and as a result the charisma of brand goes down. It is vital to remember that even the strongest brands don’t stay their way without working on them regularly. They need repositioning or for your convenience you may call it brand maintenance. The brand needs to be renewed or redefined constantly, else it will die.
The market analyst firm also correlate branding with the data analysis and ROI of marketing; and few other marketers believe that it’s advertising which position products. In my vies branding is not only about advertising and data analysis – it’s also about understanding how consumer lives are changing and how is it impacting consumer preferences. I believe branding is also about developing and implementing strategy which is grounded on a deep understanding of consumers that connects companies. Authors, Sergio Zyman, and Armin Brott in their book The End of Advertising as We Know It says that Advertising is a lot more than just television commercials – it includes branding, packaging, celebrity spokespersons, sponsorships, publicity, customer service, the way you treat your employees, and even the way your secretary answers the phone.
Brand managers across globe are busy differentiating their products or say working hard to position them. However, the major problems with most of the companies are that they don’t understand the concept of differentiation or positioning. In most of the cases they work on differentiation for the sake of differentiation. The situations in a few cases are so grim that some brand managers really don’t know the difference between a name and a brand. Addressing similar situation, Sergio Zyman, and Armin Brott says that If you don’t keep giving customers reasons to buy from you, they won’t. Awareness is absolutely worthless if it doesn’t lead to sales. In my views one can’t blame the brand manager solely for the problem. The problem of positioning also depends on the proliferation of me-too products. Today any company can come out with almost similar product that their competitors have within a few days.
The brand managers of successful brands take their brand for granted. They don’t work on them regularly and as a result the charisma of brand goes down. It is vital to remember that even the strongest brands don’t stay their way without working on them regularly. They need repositioning or for your convenience you may call it brand maintenance. The brand needs to be renewed or redefined constantly, else it will die.
The market analyst firm also correlate branding with the data analysis and ROI of marketing; and few other marketers believe that it’s advertising which position products. In my vies branding is not only about advertising and data analysis – it’s also about understanding how consumer lives are changing and how is it impacting consumer preferences. I believe branding is also about developing and implementing strategy which is grounded on a deep understanding of consumers that connects companies. Authors, Sergio Zyman, and Armin Brott in their book The End of Advertising as We Know It says that Advertising is a lot more than just television commercials – it includes branding, packaging, celebrity spokespersons, sponsorships, publicity, customer service, the way you treat your employees, and even the way your secretary answers the phone.
Mobile Advertising
The business of encouraging people to buy products and services using the mobile channel as the medium to deliver the advertisement message
--- Internet Message Access Protocol
Mobile advertising is an innovative and a customer-centric approach to reach promising customers. It includes advertising in the form of Short Message Service (SMS), mobile alerts, Multimedia Messaging Service (MMS), mobile games and videos. Mobile advertising can be divided into two main categories: Mobile Push Advertising and Mobile Pull Advertising. Mobile Push Advertising, can be in form of solicited or unsolicited advertising News alerts, job alerts and cricket score alerts are a few examples in this category. Mobile Pull Advertising, on the other hand, is defined as advertising when users request for the services from the service-provider for instance daily horoscope.
Mobile advertising is the latest buzz in the field of advertising, since it is a cost-effective way to promote and inform the target customers. With the advent of new media, mobile advertising has become one of the most demanding and integral part of marketing mix.
Benefits of Mobile Advertising
Mobile advertising is cost-effective and offers flexibility to inform target group as and when required. In the case of mobile advertising the advertising message can be personalized with respect to Target Audience. The mobile advertising is interactive in nature and advertiser gets feedback immediately. Though mobile advertising offers flexibility to contact target group as and when required. It also gives option of permission-based advertising, which is also governed by telecom rules and regulations. The mobile advertising is still not brand creator but it is more helpful in brand recall and brand interactivity. The benefits of mobile advertising include: flexibility of content, speed of reach.
Limitations of Mobile Advertising
Mobile advertising has limited message content. It is mostly driven by key words and target audiences in most of the cases take mobile advertisements casually. Moreover it still has very limited reach as compared to other conventional tools of advertising. The visual display is not as impressive as TV advertising. Though the advertiser has more control on the mobile advertising but still cant calculate ROI of advertising more accurately. Most importantly, mobile advertising is often criticized for intrusion of target audience privacy.
Guidelines for Mobile Advertising
The Mobile Marketing Association (MMA) has published guidelines for mobile advertising. These guidelines are designed specifically for the Asia-Pacific region to encourage the use of mobiles for advertising-related purposes as well as its acceptance by marketers and consumers.
As of now it is not in practice. There are companies, and advertisers violating the defined guidelines but we are moving in the direction where the advertising world will take it seriously.
Conclusion
Mobile Advertising is at infant stage of the life cycle. The share of advertising spend on mobile advertising is minimal but when advertising spend is seen from the lenses of life cycle it is a good start.
--- Internet Message Access Protocol
Mobile advertising is an innovative and a customer-centric approach to reach promising customers. It includes advertising in the form of Short Message Service (SMS), mobile alerts, Multimedia Messaging Service (MMS), mobile games and videos. Mobile advertising can be divided into two main categories: Mobile Push Advertising and Mobile Pull Advertising. Mobile Push Advertising, can be in form of solicited or unsolicited advertising News alerts, job alerts and cricket score alerts are a few examples in this category. Mobile Pull Advertising, on the other hand, is defined as advertising when users request for the services from the service-provider for instance daily horoscope.
Mobile advertising is the latest buzz in the field of advertising, since it is a cost-effective way to promote and inform the target customers. With the advent of new media, mobile advertising has become one of the most demanding and integral part of marketing mix.
Benefits of Mobile Advertising
Mobile advertising is cost-effective and offers flexibility to inform target group as and when required. In the case of mobile advertising the advertising message can be personalized with respect to Target Audience. The mobile advertising is interactive in nature and advertiser gets feedback immediately. Though mobile advertising offers flexibility to contact target group as and when required. It also gives option of permission-based advertising, which is also governed by telecom rules and regulations. The mobile advertising is still not brand creator but it is more helpful in brand recall and brand interactivity. The benefits of mobile advertising include: flexibility of content, speed of reach.
Limitations of Mobile Advertising
Mobile advertising has limited message content. It is mostly driven by key words and target audiences in most of the cases take mobile advertisements casually. Moreover it still has very limited reach as compared to other conventional tools of advertising. The visual display is not as impressive as TV advertising. Though the advertiser has more control on the mobile advertising but still cant calculate ROI of advertising more accurately. Most importantly, mobile advertising is often criticized for intrusion of target audience privacy.
Guidelines for Mobile Advertising
The Mobile Marketing Association (MMA) has published guidelines for mobile advertising. These guidelines are designed specifically for the Asia-Pacific region to encourage the use of mobiles for advertising-related purposes as well as its acceptance by marketers and consumers.
As of now it is not in practice. There are companies, and advertisers violating the defined guidelines but we are moving in the direction where the advertising world will take it seriously.
Conclusion
Mobile Advertising is at infant stage of the life cycle. The share of advertising spend on mobile advertising is minimal but when advertising spend is seen from the lenses of life cycle it is a good start.
Changing face of Indian advertising mascots
Air India’s Maharaja which came into existence in the year 1946 and the Amul girl in 1967 are the mascots which captured the hearts of one and all in India. These mascots caught the attention of the consumers as they were charming and connected well with the consumers. Indian corporate have also seen few other mascots like Fido the cool swanky doodle of 7 Up, doughboy the sweet little butler of Godrej Pillsbury, Gattu who build brand Asian Paint, Chintamani who endorsed ICICI, Sunny who is creating magic with Sunfeast. The success of these mascots can be qualified by, the increase in the brand value of these brands consumer connect.
Decline of mascot power
The Indian market grew at a fast pace in nineties everything from pencils to cars, salt to luxury goods required an advertising campaign this was the time when we saw emergence of celebrity advertising and mascots lost their appeal. We also lived in a time when there was no argument regarding the fact that a celebrity can make or break a brand. The pampering and recognition given to the celebrity in the marketing of the product in some cases was even greater than the product itself. The advertising world, during this time strongly believed that the celebrities transfer their success, personality, status and power to the brand. They attributed reasons for the growth of celebrity endorsements to:
• Create great brand awareness for product
• Sustaining the brand image
• Stimulating and reviving brands
• Product association
However, the advertising world also realized that many brand ambassadors does not practice what they preach and sometimes controversies and unpleasant incidents connected with the celebrity causes damage. It is also observed that over exposure and multiple endorsements too can damage the image of product. The Indian market which is saturated with celebrity endorsements has seen emergence of the mascots.
Emergence of the mascots
The courage and optimism that common man of R. K. Laxman portrays and a middle-class Indian, that Chintamani portrays is certainly unmatched but the new age mascots are more attractive, and trendy. The advertisers have become more creative with the use of animation. The new age mascots have a lasting appeal and create a whole new persona for the product. They manage the product as efficiently as a celebrity. Moreover, in the current marketing scenario when the celebrity charisma diminishing away the world of advertising is turning back to mascots.
Celebrities get associated with too many products and therefore it is difficult to relate them with one particular brand, which is not the case with the mascots. For an example Shahrukh Khan endorse brands such as Pepsi, Airtel, Santro, Emami , and many more but Fido is just associated with 7Up. The strength of mascots lies in its uniqueness, and its power of effectively communicating the ethos of the brand like, Chintamani solves all our worries related to tax savings and good returns paving a new way for no chinta, Share Khan tell us how to smartly invest in stocks and reap rich dividends, Gattu with the brush in his hand and the smile on his face passes the message that a bright coat of paint will brighten up the house. Moreover the mascots are not as expensive as celebrities. The cost of creating these characters is as low as development of a normal commercial. Lowe Advertising creative director Delna Sethna claims that the first Chintamani ad cost around Rs 7 lakh. Moreover, the animated characters also give more scope for creative-flexibility.
Mascots are dynamic and they adapt with changing times. We should acknowledge how the Amul girl in polka dots has changed overtime, and Fido has makeovers with the changing time. The advertising world has also observed that the popularity of any mascot is not only based on the response they get, but also depend on the fact that these faces have a higher recall value.
Conclusion
The Amul girl was born in 1967 is still a popular mascot. She may soon enter into the Guinness Book of World Records as the oldest campaign to survive in the market. This goes on to prove that the mascots are more appropriate brand ambassadors. The impact and success of the mascot, depends on how effectively it conveys the brand values and the ideals that consumers would associate with.
Decline of mascot power
The Indian market grew at a fast pace in nineties everything from pencils to cars, salt to luxury goods required an advertising campaign this was the time when we saw emergence of celebrity advertising and mascots lost their appeal. We also lived in a time when there was no argument regarding the fact that a celebrity can make or break a brand. The pampering and recognition given to the celebrity in the marketing of the product in some cases was even greater than the product itself. The advertising world, during this time strongly believed that the celebrities transfer their success, personality, status and power to the brand. They attributed reasons for the growth of celebrity endorsements to:
• Create great brand awareness for product
• Sustaining the brand image
• Stimulating and reviving brands
• Product association
However, the advertising world also realized that many brand ambassadors does not practice what they preach and sometimes controversies and unpleasant incidents connected with the celebrity causes damage. It is also observed that over exposure and multiple endorsements too can damage the image of product. The Indian market which is saturated with celebrity endorsements has seen emergence of the mascots.
Emergence of the mascots
The courage and optimism that common man of R. K. Laxman portrays and a middle-class Indian, that Chintamani portrays is certainly unmatched but the new age mascots are more attractive, and trendy. The advertisers have become more creative with the use of animation. The new age mascots have a lasting appeal and create a whole new persona for the product. They manage the product as efficiently as a celebrity. Moreover, in the current marketing scenario when the celebrity charisma diminishing away the world of advertising is turning back to mascots.
Celebrities get associated with too many products and therefore it is difficult to relate them with one particular brand, which is not the case with the mascots. For an example Shahrukh Khan endorse brands such as Pepsi, Airtel, Santro, Emami , and many more but Fido is just associated with 7Up. The strength of mascots lies in its uniqueness, and its power of effectively communicating the ethos of the brand like, Chintamani solves all our worries related to tax savings and good returns paving a new way for no chinta, Share Khan tell us how to smartly invest in stocks and reap rich dividends, Gattu with the brush in his hand and the smile on his face passes the message that a bright coat of paint will brighten up the house. Moreover the mascots are not as expensive as celebrities. The cost of creating these characters is as low as development of a normal commercial. Lowe Advertising creative director Delna Sethna claims that the first Chintamani ad cost around Rs 7 lakh. Moreover, the animated characters also give more scope for creative-flexibility.
Mascots are dynamic and they adapt with changing times. We should acknowledge how the Amul girl in polka dots has changed overtime, and Fido has makeovers with the changing time. The advertising world has also observed that the popularity of any mascot is not only based on the response they get, but also depend on the fact that these faces have a higher recall value.
Conclusion
The Amul girl was born in 1967 is still a popular mascot. She may soon enter into the Guinness Book of World Records as the oldest campaign to survive in the market. This goes on to prove that the mascots are more appropriate brand ambassadors. The impact and success of the mascot, depends on how effectively it conveys the brand values and the ideals that consumers would associate with.
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