BRAND MASCOTS

Pankaj GoyalDivyesh Vaithy

Gronil Jain

WHAT IS A MASCOT???

• Mascot is a person or animal or thing that is used by a company as a part of a marketing strategy to interact with the customers or consumers.

HISTORY

• FIRST used in France

• Describes anything which brought luck to a household

• Became Popular by a COMIC OPRETTA called  

CRITERIA

• Memorable

• Meaningful

• Likable

• Aesthetically Beautiful

• Protectable

EXPECTATIONS

• Distinguishes the Brand by having a marketable character

• A LESS EXPENSIVE approach

• Survive, Flourishes, Changes with time and still manage to exert a peculiar influence on the public.

BRAND MASCOT MODEL

RELEVANCE V/S IRRELEVANCE

ATTRACT V/S DISTRACT

BRAND MAINLINE V/S BRAND SIDELINED

FOCUS V/S HOCUS-POCUS

MASCOTS - TIMELINE

SURVIVORS

• AMUL GIRL

• COMMON MAN

(1954-PRESENT DAY)

FADED AWAY OR FADING AWAY

• GATTU (1954-2000)

• AIR INDIA MAHARAJA (1946)

• MURPHY BABY(1966)

• APPU(1982)

• FIDO-DIDO(2000)

NEW AGE MASCOTS

• ZOO-ZOO

• BHOLU

• AMBASSDOR 

• BHEEGI BILLI

NATIONAL MASCOTS

• 1982 ASIAN GAMES(APPU)

• ICC Cricket World Cup 2011(STUMPY)

• 35th National Games(Great Indian Hornbill)

• TB Campaign(Bulgam Bhai)

• Sachin Fan(Sudhir Kumar Chaudhary)

FAILED MASCOTS

BRAND AMBASSADORS V/s BRAND MASCOT

BRAND AMBASSADORS V/s BRAND MASCOT

• Mascot plays a more important role than a brand ambassador

• “While all brand mascots are necessarily brand ambassadors, the converse doesn’t hold true.”

- Amit Jatia Managing Director - McDonald’s (Western India).

BRAND AMBASSADORS V/s BRAND MASCOT

• Brand Ambassadors create reliability towards the brand.

• Brand Ambassador doesn’t need a IMAGE SETUP

• It is difficult to relate celebrities with one particular brand.

•  A mascot if successful helps in increasing the recall value of the brand.

• They also stay alive longer than human beings.

•  The strength of mascots lies in its uniqueness,

THANK YOU

GRONIL JAIN DIVYESH VAITHY

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PANKAJ GOYAL

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