Bringing Brands to Life with Mascots and Characters

Authored by Deb Medhekar, Director - Equinox Films

Amid the glitz of celebrity endorsements and the ever-changing landscape of brand ambassadors, a peculiar truth emerges: some of the most enduring brand identities are woven into the fabric of whimsical characters who charm us from our screens. While ambassadors may dazzle for a season, mascots like the Glucon D Sun or Mortein’s Louie the fly create a continuity that builds familiarity and trust. These lovable figures don’t just sell products; they become an integral part of our cultural narrative, representing values and emotions that resonate across generations.

As an ad filmmaker who has had the opportunity to work on The Glucon D Sun, Mortein’s Louie the Fly, and the Onida Devil, I firmly believe that mascots are among the most potent weapons in our branding arsenal. In a 30-second spot, a mascot can transform a logo into a character, a product into a personality, and a brand into a household name. With just the right look, voice, and attitude, a well-crafted mascot in a commercial isn’t just memorable—they’re unforgettable.

In India, characters like the Glucon-D Sun transformed an oppressive summer symbol into a relatable adversary, turning Glucon-D into the hero that saves kids from fatigue. This clever storytelling tactic created a lasting connection with audiences, showcasing how mascots can embody brand promises through relatable narratives.

Louie the Fly, a long-standing figure in Mortein’s commercials, became a beloved antihero, embodying both charm and mischief. His persona as the "bad, mean, and mighty unclean" pest made him relatable, while his catchy theme song solidified his status as a cultural icon.

Similarly, the Onida Devil, launched in the 1980s, captured the envy associated with owning an Onida TV. His devilish grin and mischievous persona made him memorable, embodying the cultural aspirations of the era. Even as he faded from mainstream ads, the Devil remains a powerful example of how a well-conceived mascot can shape brand identity.

I remember when I did my first Glucon-D commercial—it felt like I was walking on hallowed ground—I had after all grown up watching these films. It fuelled me to do better—the script had a tug-of-war—the child, equipped with the brand promise, was to grab the straw! This battle becomes an engaging metaphor for Glucon-D’s role as a refreshing aid against fatigue, especially during India’s intensely hot months. So, I made the tug-of-war the centre of the film and had the sun eventually falling back and out of frame.

For years, Mortein trusted me with Louie—I would record videos of myself doing each scene, and the animation studio we worked with would use it to animate the expressions and body language of the characters. Mortein had launched a campaign centred on "killing Louie off," but public outcry for his survival led the brand to bring him back. This loyalty to Louie reflects how deeply he resonated with viewers, highlighting the potential of well-designed mascots to transcend simple brand association and become cultural icons in their own right.

With the Onida film, we were asked to revamp the Devil—make him cooler—so I clad him in leather and glasses but made him comically fearful of his wife. For Onida, the Devil was not only a branding icon but also a symbol of a bygone era when clever, slightly audacious advertising could carve out a distinct brand identity.

Voice casting is crucial; it’s the subtleties—the gleam in an animated eye or the precise tilt of a head—that elevate a character from a mere image to an icon. Voice actors breathe life into these characters, making them relatable and memorable.

Today, the potential for mascots is expanding beyond television ads. Imagine the Geico Gecko conversing with you through smart speakers or the Pillsbury Doughboy guiding you through a holiday recipe in augmented reality. Despite these advancements, the core mission of mascots remains unchanged: to forge connections that make us feel engaged and entertained. As Burnett said, “Make it simple. Make it memorable.” With mascots, we create characters that resonate deeply with audiences.

In a world where attention spans are fleeting, a well-crafted mascot can create an enduring bond that keeps consumers coming back. As long as brands have stories to tell, mascots will lead the charge, bringing brands to life in ways that resonate across generations. In the evolving landscape of advertising, mascots represent a strategic investment that can yield lasting brand loyalty and recognition. They offer continuity, emotional engagement, versatile storytelling, cost-effectiveness, and cultural relevance, making them a powerful alternative to brand ambassadors.