You could not have missed this on TV since it was all over the weekend IPL matches. I guess they had to listen to popular sentiment about the pug. The recent product ads (alerts, songs) did not feature the pug – was it a deliberate decision not force-fit the pug into everything Vodafone did? Or were they simply aligning themselves to the ‘make the most of now’ thought? I think the Helpline feature has been beautifully integrated with the mascot. A spot guaranteed to win hearts and metals.
But its difficult for me to imagine the pug featuring in every ad, including the product features. That would be a constraint, I think.
Decisions about mascots, brand ideas get changed along with new brand teams, agencies and so on. Even with teams working on a brand consistently, the tendency to change things because they *fee* fatigue has set in, is high. Because they have been living with the brand they get bored with a mascot, a baseline or an idea and whatever was created the previous year is thrown out of the window.
Brands like Amul, Zodiac and Santoor stand out for being consistent for decades. Amul has appropriated the topical humour route which has been attempted to be copied by several regional brands. The Zodiac look familiar today – highlighting the product has been on for several years. Even the first campaign, featuring the Zodiac Man was very distinctive. Santoor operates in perhaps India’s toughest market: soaps. In a category where ideas change with every year, to be consistent with the promise of ‘younger looking skin’ is creditable.
Other brand ideas/taglines/mascots that come to mind: Asian Paints: Gattu; Amrutanjan: Poye Pochchu (it’s gone!) Luna: Chal meri luna. A great collection of advertising icons can be found here.
Any thoughts on long running campaign ideas or ideas that should have been continued but dropped? Vice Versa?