But in recent times, modern age brands have not opted for the mascot marketing technique as it involves much labor and regularity. However, Dunzo founded in 2014 is an online delivery platform that has endeared mascot promotions in recent times. Their mascots Harry and Dunya have proven to be effective in the market and in reaching a mass audience.

Ambi Parameswaran, Founder, Brand-Building.com said, “I am not sure if you can do better advertising simply because you can create a 3D image. I still believe the simple 2D of Amul Girl is one of my favorites. In recent times, Nippon Paint has used colorful blobs called ‘blobbies’ as an integral element of their campaign. These are 3D images that paint your walls and is an extension of something the brand has done abroad. I think the intelligent use of the mascots has helped the brands stand out in the celebrity clutter hat we see in all brand advertising, and also in a paint advertisement. I would rate it as a breakthrough in recent years.”

Mascots play a primary role in maintaining the consumer relationship. Mascots give the audience an emotional connection when they address an issue or offer their opinions in social matters hence this would make them connect with the brand on a much deeper level.

“Mascots such as the Amul girl have shown that consumers do not tire themselves of relevant and engaging day to day conversations over decades,” says Ronita Mitra, Founder and Chief Strategist of Brand Eagle Consulting.

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Amul, one of India’s leading dairy brands owned by Farmer’s co-operative and managed by professionals, has continued with their regular supply of products with no price hikes in these tough times.

It all started on March 24, where Rupinder Singh Sodhi, the managing director of Amul himself went through the hardships of stocking up necessary household products when things got tough due to COVID 19. It made him think about how a normal household will suffer. On that night, he sent out a video stating that Amul will continue their daily supplies amidst the lockdown.

“More than a week before the lockdown was announced, we began preparations by intensively planning with supply chain partners,” said Sodhi. He also added, “The consumer’s trust in Amul and uninterrupted deliveries helped us to grow during this period. We managed to put ₹12,000 crore cash in the hands of the dairy farmers who supplied raw milk to us,”

“There was a winding queue outside our warehouse and we had no choice but to do retail sales,” said Jennyfar Hrahshel, a distributor for Amul and other consumer products from the town. The distributors had to work till late night to make it possible and the delivery trucks were punctual enough to make the regular sales happen.

There has been an increase of 15-16% revenue of the product in 2020.

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