In a world of clutter and heavy competition, making a brand feel next door and approachable is a fine balancing act. A brand should thrive on a unique identity which sets it apart in the minds of the consumer. Beyond brand color, logo, sonic identity and great content, one way to achieve this is by investing time and effort into building a mascot for your brand.
At Dunzo, we created our own mascot universe – Duniverse. The Duniverse comprises an eclectic mix of characters who bring with them their own traits and quirks. The brand team at Dunzo conceptualised eight true-blue Indian mascots, of varied demographics, gender identities and religious ideologies, harmoniously coexisting in this thriving ecosystem, a metaphor for India.
Why did we conceptualise the Dunzo mascots?
Dunzo mascots help us humanise the brand and its values, making it relatable. The easiest way to do so is to present a tangible identity that resonates with many. Our intention was to create endearing personalities that people love, engage with and remind them of people they may have met in their own lives. This level of relatability makes the brand more likable, and in turn creates better brand recall.
A well-designed mascot can have numerous benefits for your brand:
Brand recognition
Legacy brands like Amul and Vodafone have been instrumental in using mascots to build their identity. It provides a unique and memorable way for customers to associate with the brand. Mascots help create brand recognition and differentiation. Customers recognise and identify brands if there is a consistency of mascot usage across all marketing and advertising channels, and help maintain a cohesive brand image and message.
Emotional connection
Building an emotional connection with the customer is key for a strong brand. One of the defined ways to build the emotional connect is by using mascots. They can evoke feelings of joy, trust and loyalty, which can lead to increased brand affinity.
Customers are more likely to engage and remember the brand that they have an emotional connection with. This can lead to strong brand positioning and positive word-of-mouth advertising.
Storytelling
Mascots give space for the brand content to breathe and can be used at any dimensions. It provides extra liberty for content to flow. It tells your brand’s story, ideology and values in a creative and engaging way. Each Dunzo mascot has a personality, backstory and set of values that align with the core brand. Usage of mascots in marketing and advertising campaigns helps in communicating brand’s message in a way that resonates with customers.
Brand longevity
A well-curated and thought through mascot can give longevity to brands and continue to be relevant and effective for years to come. Investment in the mascots adds value and wings to brand building and positioning. Today some of the iconic mascots which are still relevant and effective after so many years are Zoo Zoo (Vodafone), Amul Girl etc. By creating a mascot that is timeless and memorable, you can ensure that it will continue to represent your brand effectively for years to come.
Cross-cultural appeal
Mascots have the potential to appeal to audiences across different cultures and languages. The conversation around inclusivity and representation is more relevant in the times we live in, and with Duniverse, we aim to push that important conversation forward. We are inspired by the stories around us and we have attempted to incorporate some in this ever-expanding Duniverse of mascots!
Careline Ringaraj & Jusmeet are examples of cross cultural appeal. They can be designed to be inclusive and universal, making them appealing to a wide range of customers. This can help your brand expand its reach and appeal to a wider customer base.
Investing time and effort into building a mascot for your brand can have numerous benefits. From increased brand recognition and emotional connection to long-term brand building and mind share, a well-designed mascot can help your brand achieve its goals and stand out in a crowded marketplace.
Tanveer Khan is the GM, brand marketing, Dunzo.