justifying mascot of amul

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 .

justifying mascot of amul

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