Jul 12, 2021
By: BI India BureauBrains behind it: Sylvester Da Cunha | From government scandals and celebrity gossip to gender equality, the charismatic Amul Girl has been known to comment on issues that nobody dared to refer to on public-forums, and that's what has made her a favourite.
Credit: Amul
Clad in a white frilly frock, the ‘Nirma Girl’ remains the most enduring image since 1980s till today. It was conceived by a Gujarat-based ad agency Purnima Advertising.
Credit: Nirma
This popular illustration was created by Everest Creative’s artist Maganlal Daiya in the 1960s.
Credit: Parle
The bunny puppet was managed and “voiced” by Ramdas Padhye, a ventriloquist in Bombay. The jingle kharram khurram won millions of hearts.
Credit: Lijjat-Papad
Onida was the first brand in India to choose a negative character to represent a brand, which became a huge selling point for the brand from 1985 till 2000. It made an appearance in 2018.
Credit: Onida
Conceptualised by Rajiv Rao, the cute white creatures with ballooned bodies and egg-shaped face created a huge buzz during the second season of the Indian Premier League in 2009.
Credit: Vodafone
Gattu, a masterwork by the late RK Laxman, was mainly seen in print ads and packaging until the 1970s.
Credit: Asian-Paints
The royal mascot of Air India was created by Umesh Rao, a J Walter Thompson Ltd artist and commercial director SK ‘Bobby’ Kooka.
Credit: Air-India
Dressed as a guard, holding up a green flag or a signal lamp, this elephant was made by the National Institute of Design (India) to commemorate the 150th anniversary of Indian Railways.
Credit: Indian-Railway
The most recent mascots we've come across are Dunzo’s Harri and Dunya. Like Amul, its mascots comment on status-quo with some really witty puns, swag and humor.
Credit: Business Insider India
Dunzo also introduced India’s first queer mascots Carelines Ringaraj (She/Her) and Jusmeet (They/Them) in June 2021.
Credit: Business Insider India
experts suggest that mascots can be omnipresent and immortal
Credit: Business Insider India