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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The words from Biswas stands true when there were high layoff and firings across industries during the pandemic lockdown. The situations around did not work favorably for the companies and this led to the extensive lay off to safeguard the company resources and bank balances.  A six-minute and 14-second ad from Dunzo explains how things worked during the nationwide lockdown.  The video depicts the entire scenario of the pandemic where our lives changed due to the magnitude of the virus along with the lockdown,  which made people maintain social distance and also work from home through Zoom calls. The video then further explains how Dunzo has taken care of all safety norms with the increasing number of COVID cases, they took care that the delivery personnel is equipped with the right safety gear including the brand’s mascots. Dunya and Hari U.P made some animated moves aiming to defeat the virus.  The next move from Dunzo came from its app which functioned by easing out the process of delivery for almost everything right from items under categories like ‘health and wellness’, ‘fruits and vegetables’, ‘daily grocery’, ‘pet supplies’, from any other stores in the city .

Dunzo then explained the obstacles which were faced by the customers and merchants during the lockdown process.

Another interesting feature of the ad is that brands are all cooperating together instead of competing against each other. Social media posts convey that brands are running with a sense of ‘Hum Saath Saath Hai’. The ad is a description of what an all Dunzo has done during this lockdown, which included delivering notebooks to children, free deliveries for senior citizens, milk deliveries for children, among other things.

Sai Ganesh, marketing lead, Dunzo said that the brand’s social media game was one of its USPs during lockdowns. He further said that “When consumers look at brands, they’re looking to see positive news and they have a strong bullshit radar. They know when a brand is just trying to sell itself, or stay relevant to current times. What we look at is creating content that people want to see. This includes posts on trending topics, moment marketing, etc. We started a trend where we were congratulating partners from Swiggy, Zomato, Amazon, PharmEasy, etc. People want to see brands and other people helping others at this time.”

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