'Changing Face of Indian Advertising Mascots\r'

'Air India’s Maharaja which came into existence in the year 1946 and the Amul lady friend in 1967 be the mascots which captured the black Maria 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 bodied hand in like manner seen few other mascots wish Fido the cool swanky doodle of 7 Up, doughboy the sweetly little butler of Godrej Pillsbury, Gattu who build stigmatise Asian Paint, Chintamani who endorsed ICICI, Sunny who is creating magic with Sunfeast.\r\nThe success of these mascots can be qualified by, the increase in the brand pry 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 life-threatenings required an advertize weight-lift this was the epoch when we saw emergence of laurels advertising and mascots lost their appeal. We in like manner lived in a eon when there was no argument regarding the fact that a glory can make or lose it a brand.\r\nThe pampering and recognition given to the celebrity in the marketing of the harvest in most results was even greater than the product itself. The advertising creation, during this time strongly believed that the celebrities transfer their success, personality, status and power to the brand. They attributed reasons for the egression of celebrity endorsements to: • Create great brand sensory faculty for product • Sustaining the brand im period • Stimulating and revive brands • Product association\r\nHowever, the advertising world also realized that many brand ambassadors does not bore what they preach and sometimes controversies and unpleasant incidents connected with the celebrity causes damage. It is also observed that over exposure and six-fold endorsements too can damage the image of product. The Indian market which is saturated with celebrity endorsements has seen emergence of the mascots. yield of the mascots The courage and optimism that common man of R. K. Laxman portrays and a bourgeois Indian, that Chintamani portrays is certainly unmatched but the new age mascots atomic number 18 to a greater extent attractive, and trendy.\r\nThe 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 fall away the world of advertising is turning covering fire to mascots. Celebrities get associated with too many products and therefore it is tricky to relate them with one particular brand, which is not the case with the mascots.\r\nFor an example Shahrukh Khan endorse brands such as Pepsi, Airtel, Santro, Emami , and many more but Fido is just associated with 7Up. The strong point 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 sprucely invest in stocks and reap rich dividends, Gattu with the wipe in his hand and the smile on his showcase passes the message that a bright coat of keystone will brighten up the house.\r\nMoreover the mascots are not as expensive as celebrities. The price of creating these characters is as low as development of a normal commercial. Lowe Advertising creative director Delna Sethna claims that the premiere Chintamani ad cost around Rs 7 lakh. Moreover, the live 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.\r\nThe advertising world has also observed that the popularity of any mascot is not but 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 natural in 1967 is still a popular mascot. She whitethorn soon enter into the Guinness Book of World Records as the oldest campaign to survive in the market. This goes on to surface that the mascots are more appropriate brand ambassadors. The concern and success of the mascot, depends on how effectively it conveys the brand determine and the ideals that consumers would associate with.\r\n'