well, with the world of advertising becoming more and more innovative 2D and 3D animations are being increasingly popular. Amaron Battery, Vinita Cucine, Tata sky, ICICI Prudential are a few of the several companies that have succeeded in presenting the brand in an animated version. these mascots have not become more popular than the brands themselves which happens all the time due to multiple endorsements leading to dwarfing of the brands, Such characters get remained edged in the minds of the TA for a longer period. When I think of Shahrukh Khan several brands such as Pepsi, Airtel, Santro, Emami come to my mind. Fido, however, will instantly remind me of 7 Up. The strength of mascots lies in effectively communicating the ethos of the brand and registering in the minds of consumers. The impact and success of the mascot, however, depends on how effectively it conveys the brand values and the ideals that consumers would associate with. Mascots have to be dynamic and must be adapted with changing times. However, there is a flip side to the same. Creators can only design the brand identity thru these mascots. While Chitnamani could project to the large middle class segment of the indian diaspora, it would have failed to garner success for the young indian spender who belongs to the double income nuclear family?

I think somebody is doing his/her MRP on this topic….