Wanted – created or alive ?

Author : Kausani Dey , MBA -I

For decades, famous personalities have attached themselves to big brands but in some cases brands have created personalities. These non- living personalities have not only marketed the brands admirably but they have become the brand ambassadors themselves. The charm of these ads lies not only in the content but also the creativity of the makers who have kept true to life.  The impressions they left on the viewers have made them larger than life. Here is some of the famous and most creative non-living personalities ever created…..

I’m a Barbie girl……..in the Barbie world !

Barbra Millicent Roberts a.k.a Barbie, the fashion doll is one of the most selling toys of the century. After getting inspired from a German doll called Bild Lilli; Ruth Handler (co-founder of Mattel,Inc) invented Barbie and launched in 1959.To date, over 70 fashion designers have made clothes for Mattel, using over 105 million yards of fabric.For 50 odd years the fashion diva has managed to keep her fan following intact.


Wild wild west – Smokin’ guns !! 

The most influential brand image of the century, the Marlboro Man stands worldwide as the ultimate macho man, helping establish Marlboro as the best-selling cigarette in the world. It transformed a feminine campaign, with the tagline “Mild as May”, into one that was masculine macho one “delivers goods on flavor”, in a very short span of time. The sales went up sky-rocketing.Even those who dislike the tobacco industry will agree that the Marlboro Man has had unparalleled success as a global marketing tool.

Tyre-ed !! 

 Bibendum – The Michelin Man, cuddly mummy-like creature is the mascot of Michelin tyres since 1898 . First created by imagination of Michelin brothers and paintbrush of talented poster artist O’gallopin alias MaruiusRossillion, it was an immediately great success.Today, Bibendum is one of the world’s most recognized trademarks, representing Michelin in over 150 countries.


It’s a bird……it’s an egg…..no it’s zoozoos ! 

During the Indian Premier League Season 2,somethingother than cricket also captured the attention of the audience. The cuddly white creature with ballooned bodies and egg heads called ZooZoos were a hit among the Indian audience. They were used to promote various value added services of Vodafone. The ads were created by RajivRao and PrakashVarma of Ogilvy & Mather, the agency handling Vodafone advertisements.There are more than 200 pages on Zoo Zoos having over 200000 fans, growing daily. Vodafone received the first People for the Ethical Treatment of Animals (PETA) 2009 Glitterbox Award, for replacing the Pug with more humane alternatives in their ads.



Utterly, butterly delicious !!

Her wit,unique style of exploring current affairs and sense of humor has always been a subject of fascination. This chubby Amulbutter girl in polka dotted dress has won everybody’s heart.In 1966, Sylvester daCunha, then M.D of the advertising agency AS  designed an ad campaign as series of hoardings which later earned aGuiness world record for the longest running ad campaign in the world. They needed someone to touch the housewife’s heart and what better way than a cute little girl? And so the Amul moppet was born.

GCMMF became a billion-dollar entity in March 2007 when the naughty turned forty.


Licence to happiness !! 

Ronald was first introduced by McDonald’s Washington franchisee Oscar Goldstein and a local ad agency in 1963.Ronald McDonald is a clown character used as the primary mascot of the McDonald’s fast-food restaurant chain. He is a popular figure among children.He demonstrates one of the important qualities of a brand icon- He doesn’t sell for McDonald’s, he is McDonald’s.


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