The Enduring Power of a Brand Mascot: The Utterly Butterly Amul Girl

Abstract

This study investigates the impact of mascots on brand recall and buyer behaviour and attempts to identify the reasons for their enduring power. The Amul Girl mascot, a cherished symbol in Indian households, has been a cornerstone of Amul's branding strategy for decades. The mascot's simplicity, relatability, and witty commentaries have strengthened the Amul brand's place in the hearts of consumers, making it more than just a brand. This research explores the reasons behind the enduring power of the Amul Girl, focusing on her design, appeal, and the impact of her witty ads. The study highlights the importance of brand consciousness and recognition of brand mascots emphasising the potential for mascots to serve as alternatives to celebrity ambassadors. The study also highlights the importance of consistency in branding. The findings suggest that brand mascots create emotional connections with consumers, particularly children, leading to brand recognition and preference. Moreover, mascots differentiate products, enhance brand recall and build trust and positive associations with customers. The findings have practical implications for marketers looking to build a strong and recognisable brand identity that resonates with consumers, highlighting the importance of incorporating brand mascots into advertising strategies.