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8/11/2019 Justifying Mascot of AMUL
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Cartoon GirlThe brand ambassador
of AMUL
Justifying the Cartoon Girl been
brand ambassador.
Eustace Fernandes, creator of the Amulmoppet and a director on the board ofRadeus Advertising, which created the iconicAmul advertising
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The girl in her polka dotted dress, with amatching bow in her hair, has continued tocharm with her tounge-in-cheek humour since1960s
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Mascots help in establishing a quick emotional connect with theconsumer and they age well.
A mascot's personality helps create differentiation easily. Mascot belong to an age when marketers were worried that their
brands were amorphous, inanimate and had no solidity.
Mascot serves to give brands an identifiable image.
Helps to attract population whether literate or illiterate, so thesesymbols had their place .
Mascot make consumer engagement easier, by providing a loveablehuman or animal face to the brand.
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The cartoon girl expresses
the joy that Milk and milk
products of AMUL give
hence the potential
customers can getimpressed and would buy
the product.
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The cartoon girl expresses the joy that
Milk and milk products of AMUL give
hence the potential customers can getimpressed and would buy the product.
The cartoon girl can be a small girl's joy
and that joy is demanded by parents fromtheir kid and the parents may give AMUL
milk to the kid.
The innocence of that cartoon girls' smilegives a sense of pleasure when we see it
hence it can be easily remembered by
anyone.
The cartoon irl's statue at AMUL 's lant
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A kid who is fond of eating milk and related
product attracts more consumers thats why
it is an effective way to reach customers.
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One of the finest brand positioning into theminds of target audience has been done
when one looks at Amul campaign. A girl has a emotional attraction , and have
a good connect with customer as well aschildren also .....and the product of amulmostly related to the children expected
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Ads touch daily life & that adds value to
the brand image. hats off to the creative
minds who do such wonderful job day in
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The Utterly tagline was suggested by authorNisha daCunha, who is also the wife of
Sylvester daCunha, the man behind the Amulbutter advertising and chairman of daCunhaCommunications that has been handling theAmul Butter account for 46 years.
The Amul girl was born in 1966 (that makesher 46 and not 50).
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The likes of megastar Amitabh Bachchan,
cricketers Sunil Gavaskar and Rahul Dravid,
veteran filmmaker Shyam Benegal, novelist
Shobhaa De among other prominent public
figures have chronicled the story of the 'little
girl in polka dots' in a book now
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AmulsIndia: Based on 50 years of Amul
advertising by daCunha Communications.
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The brand name Amul, sourced from the
Sanskrit word Amoolya, means priceless. Itwas suggested by a quality control expert inAnand.Since 1967 Amul products' mascot has been
the very recognisable "Amul baby" (a chubbybutter girl usually dressed in polka dotteddress) showing up on hoardings and productwrappers with the equally recognisable
tagline Utterly Butterly Delicious Amul. The
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Weve seen superstars whove charmed
generations, those whove aged well and
those whove fallen off the map. Amongthis galaxy in the past half a century or so,
two have remained the sameRK
LaxmansCommon Man and thedaCunhas Amul girl.
Without the girl Cartoon ad, I don't think
through any other form will reach themessage as effective as the Cartoon Girl
and also, this ad has become so generic
that immediately one will think of Great
Amul which is a Brand Ambassador of
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Amul is in the process of getting the AmulGirl registered as the oldest ad campaign
in the Guinness Book Of World Records.
Although there seems to be no
competition for this mascot, Amul
Corporation is still doing further research
to confirm their claim.
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Thank You .