Brand Mascots in the AdWorld

AdWorld Saga -2

Chinha presents the second part of the series AdWorld Saga written by seasoned advertising professional Kiran Zende. He takes us through the creative and glamourous world of advertising. This is going to be an insightful and enjoyable experience for readers while the saga of the advertising world unfurls. The series would be equally relatable for young art graduates who look forward to an advertising career, as well as for diverse creative professionals.

The entire Indian advertising world mourned on June 20^th as Sylvester daCunha, the creator of the Amul Girl, passed away. The deep bond he shared with the brand was evident through the tweet by Mr Jayen Mehta of Amul.

The Amul Girl, a fantastic creation by Sylvester daCunha and Eustace Fernandes, served as the brand’s mascot.

Mascots play a vital role in establishing a brand’s identity, and there are numerous successful examples of mascots both globally and in India. A mascot can be an illustration or a picture, but it always forms a strong connection with the brand’s values and as well as with its brand value. Some brands prefer using illustrations, just like the iconic Amul Girl. In larger advertising agencies, there are dedicated illustrators for this role, while smaller agencies often hire freelancers. The art department of an ad agency is a lively mix of talented individuals, ranging from Junior Visualisers to Art Directors, Creative Directors, and beyond. The journey is challenging but undoubtedly enjoyable. People from different art backgrounds, such as commercial art and fine art, find their way into the advertising industry. Some aspiring ad professionals choose fine arts when they don’t gain admission to commercial art schools. Even fine artists are welcomed by advertising agencies, as they possess ample knowledge of illustrations and other art forms. In the past, cartoon drawing required immense talent, but with the advent of digital software, most work now happens on computers. I remember the days when we used to look for skilled illustrators to bring the art directors’ vision to life. Rediffusion had a talented pool of illustrators, and one of the notable artists was Prabhakar Wairkar, a famous cartoonist and illustrator who created wonderful illustrations and characters for Rediff. Another notable artist was Mr Panchal, who specialized in digital illustrations and retired from Rediff.

Besides the Amul Girl, which mascots do you recall immediately?

One of my favorites is the Maharaja of Air India.

After the recent acquisition by the Tatas, the Maharaja received a fresh new look, accompanied by numerous stories that circulated during that time. He belonged to the Tatas, and they brought him back. The Maharaja is a character creatively used by Air India, much like the Amul Girl. The Maharaja was created by Bobby Kooka the then Commercial Director of Air India in 1946 and an illustration artist Mr Umesh Murdeshwar Rao of JWT (J Walter Thompson). It is said that Rao drew the Maharaja on an in-flight memo pad, taking inspiration from the appearance of Pakistani industrialist Mr Syed Wajid Ali.

For those interested in learning more about Air India and the Maharaja, you can find a wealth of information and images on https://www.airindiacollector.com  I encourage you to visit.

Another highly popular mascot is the ‘Nirma Girl’ of the Nirma washing powder.

Despite the passing years, the Nirma Girl remains firmly embedded in the hearts of Indian consumers since the inception of the brand in 1969 by its founder Mr Karsanbhai Patel.

One mascot that holds a special place in my heart is the ‘Parle-G Girl’.

During my time at Everest, I worked on creatives that incorporated her image daily. I recall many events where we used to be present with large cutouts of biscuit packs featuring the Parle-G Girl. This mascot shares a deep connection with every Indian consumer who purchases biscuits, whether it is for coffee breaks, after donating blood, after falling sick, when hungry, or simply for enjoyment. Parle-G holds a special place in our hearts.

There are also a few other immensely popular mascots, such as Onida’s ‘Devil’ and Asian Paints’ ‘Gattu’. We will discuss them sometime in the future.

Creating a mascot is an intriguing journey for both advertising agencies and brands. By considering the brand’s personality, values, and most importantly, the needs of consumers, a well-crafted mascot can greatly contribute to the brand’s success.

Kiran Zende

Author is a seasoned advertising professional.