Brand mascots in influencer era: Can nostalgia trump interactive brand experiences?
There was a time when brands had one go-to strategy for winning consumer hearts – quirky, animated mascots that became as iconic as the brands they represented. Think Amul’s utterly-butterly girl, Vodafone’s adorable pug or the ZooZoos, the ever-grinning Pillsbury Doughboy, Asian Paints’ Gattu, Air India’s Maharaja, Onida’s Devil and many more. These mascots weren’t just cute – they were branding powerhouses, offering instant recall and emotional connection.
Fast forward to today, and brand mascots are an endangered species. In an age where social media dominates attention spans, brands have swapped out these fictional faces for real-life influencers – content creators who bring relatability, and a massive follower count to the table. But while influencers offer a direct connection to audiences, they also come with unpredictability, controversies, and the occasional PR nightmare.
So, where does that leave brand mascots? Are they relics of the past, or can they co-exist with modern influencer culture? Adgully dives into the evolution of brand storytelling and how marketers are balancing nostalgia with new-age relevance.
The Emotional Connection of Mascots: A Legacy That Still Resonates Today
Divisha Iyer, Vice President, Mmaximize & Schbang Fluence, shares that brand mascots have always been key to building familiarity and emotional connections. They humanize brands, making them more relatable and memorable. Mascots acted as a bridge between companies and consumers, ensuring long-term recall and brand affinity. Over time, they became integral to brand storytelling, from Amul’s iconic girl to its presence in digital conversations.
“Mascots can still offer emotional connections, but they must adapt to modern platforms. With AI and digital tools, mascots can evolve into interactive personas, engaging in real-time conversations, appearing in AR/VR experiences, and connecting with consumers in innovative ways,” she adds.
Manjul Wadhwa, Founder and CEO, Anagram Media Labs and Inflyx, emphasises how brand mascots played a crucial role in shaping consumer connections before the rise of social media. “Back in the day, the options for brand visibility and recognition were much more limited, and celebrities were a rare commodity. Brand mascots, on the other hand, were intellectual properties that companies could hold on to for the long term. They became an essential part of brand identity, helping companies save significant costs on celebrity endorsements, especially during lean periods when there was no active endorsement. These mascots were key in keeping the brand alive in consumers' minds.”
Viren Noronha, Co-founder & CEO, The New Thing, believes that mascots like Ramesh-Suresh (Cadbury 5-Star) and ZooZoos (Vodafone) had a cultural impact that resonates today. “What is a Reel if not a mascot with a punchline?” he asks. Brands can take inspiration from characters like Duolingo’s owl and Swiggy’s Gulab Jamun Uncle to build similar personalities for their mascots.
Josna Joseph, Senior Creative Director, Tonic Worldwide, notes, “The Amul Girl is an emotion for Millennials, but few even remember the Air India Maharaja. Mascots were once central to brand associations, but today’s consumers expect personalized, interactive brand experiences. While sports mascots in the US are still making bank, sustaining attention in India’s fast-paced digital world could be a challenge.”
The Shift from Mascots to Influencers: A Necessary Evolution or a Lost Identity?
Ankit Bathija, Talent Head, Clout, Pocket Aces, insists that we haven’t lost something essential; it’s simply an evolution. “Influencers bring an authentic, personal touch to marketing. Whereas mascots like ZooZoos were memorable, influencers build deeper, more direct connections with their audiences through relatable content,” he adds.
Yet, there’s still room for mascots, especially for brands that value consistency and longevity. Influencer marketing can be fleeting, but mascots like the Amul Girl have maintained their brand identity for decades. Divisha Iyer echoes this sentiment, explaining that while influencers offer real-time engagement and relatability, mascots remain fully controlled by the brand, immune to the unpredictability that influencers may bring.
The smartest brands will integrate both: using influencers for cultural relevance and mascots for consistency and heritage.
Viren Noronha further asserts that today’s brand strategy often requires a variety of creators to connect with diverse audience segments. “Brands no longer rely on one mascot to reach everyone,” he says, emphasizing the importance of having multiple faces to reach different cohorts.
Navigating the Fine Line: Ensuring Authenticity in Influencer Partnerships
As Ankit Bathija points out, “Influencer marketing is powerful, but authenticity is paramount. Consumers are quick to notice when influencers don’t align with a brand’s message. To maintain credibility, brands must ensure that collaborations are built on shared values, not just follower count.”
According to Josna Joseph, the content should align with the influencer’s voice, values, and audience to ensure relevance. Historical collaborations also influence the way an influencer is perceived by their followers.
Meanwhile, Jyoti Chugh Bhatia, Group Director - Brand Communications, Gozoop Creative Digital, sees growing trust issues in influencer marketing due to fake followers and over-exposed endorsements. “Brands need to rethink their approach by prioritising fit over fame. Long-term partnerships, like Virat Kohli with Puma, create natural and lasting connections. Instead of forcing scripted promotions, influencers should integrate products into their content in an authentic, story-driven manner,” she adds.
For Divisha Iyer, alignment is the key. She points out, long-term collaborations – like L’Oréal’s partnership with Aishwarya Rai – help strengthen brand recall and build trust. Co-creating content with influencers allows them to feel like an extension of the brand, rather than just paid endorsers.
The Comeback of Brand Mascots: Can They Build a Sustainable Identity in the Influencer Era?
Manjul Wadhwa believes that mascots could make a comeback as the stable and long-term face of a brand. “In today’s fast-paced, influencer-driven culture, mascots have the potential to stand out as a more distinct and sustainable brand identity. They allow brands to establish a long-lasting emotional connection that transcends influencer trends.”
Divisha Iyer believes that mascots must move beyond traditional packaging and ads to engage with modern audiences who expect interactive, dynamic content. They need to actively participate in social media conversations, utilise AI for real-time engagement, and even coexist with influencers. “Mascots could become active on Twitter, appear in AR filters, or collaborate with influencers. The key is blending nostalgia and innovation, where mascots and influencers complement each other – mascots provide consistency and heritage, while influencers bring relatability and immediacy,” Iyer adds.
Jyoti Chugh Bhatia, too, emphasises that mascots’ evolution is crucial in the fast-paced digital world. Old mascots were limited to TV and print ads, but today’s mascots must be meme-worthy, digital-first, and adaptable to trends. Brands could create mascots that react to real-time events – m like an AI-driven character engaging with consumers through WhatsApp or social media. “Imagine a mascot like Ghanji Chudail, an unfiltered ghost character roasting bad customer service and engaging with users on platforms like X and Instagram. This approach would keep mascots relevant, dynamic, and aligned with today’s culture. Furthermore, mascots are more enduring than influencers – they remain a consistent, owned brand identity that can grow over time,” Bhatia adds.
Josna Joseph highlights that while mascots can tap into nostalgia, sustaining their relevance requires careful strategy. The challenge lies in maintaining consistent interactions with the audience without influencer support, and thus, a balance is needed in the marketing approach.
Viren Noronha also supports the idea of a mascot resurgence. “Social media offers mascots an opportunity to maintain a consistent, recognisable brand form. However, brands should avoid relying solely on mascots. They should be part of a broader strategy, as today’s audience is diverse. If a brand decides to move on from its mascot, it must have other strong pillars to support its identity,” he concludes.
Also Read: With fallible celebs & social media faux pas, will it be renaissance of brand mascots?
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