A lot of brands continue with decades old campaigns thinking that customers remember them for that and hence they should keep doing the same thing.
Eg - Onida's Devil, Flipkart's kids playing adults.
IMO, few aspects one should consider-
1. Is the idea still relevant?
Neighbour's envy Owner's Pride by Onida was a classic line in 90s for a TV market with few brands. New wave of liberalisation was bringing consumerism in people's lives and importantly what brand of color TV u own. And those days, people used to frequently mingle with neighbours.
With current times, that bonhomie is over. Millenials and later gen spend time more within themselves.
Flipkart made its point super clear of "kids kind easy way of shopping online" decade back with thier campaign. But at times, they still show it despite being #1 ecommerce player today & that too in same markets where consumers frequently use thier app (they understand its easy). Why we stretch too far without much freshness?
But others do it well in retaining legacy or great ideas. For eg, Daag Acche hain by Surf Excel. I dont know, i am seeing it for at least 15 yrs and they keep refreshing the context. And idea is still relevant!
2. Do mascots still work?
With media mix changing from large screens/Print to smaller forms, consumer directly clicks logo to land wherever you want him to. The mascots were emotional/human symbols for brands to convey retention of the story. Does it lose to clicks or QRs? Relevant?
Dont remember mascots in recent times other than kids categories where clicks/devices are away.
What do you think?
#brand #mascot #consumer #marketing
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