Category Mascots

Amul girl refers to the advertising mascot used by Amul, an Indian dairy brand. The Amul girl is a hand-drawn cartoon of a young Indian girl dressed in a polka dotted frock with blue hair and a half pony tied up. The Amul girl advertising has often been described as one of the best Indian Advertising concepts because of its humour.

Amul did not always have the round-eyed moppet as its mascot. The Butter Girl was born in 1966 when Sylvester daCunha, the then MD of the advertising agency handling Amul butter’s account, created her for its campaign. It was a pleasant change from the dull, corporate ads that the previous agency had come up with. Being a seasoned marketer himself, Dr Kurien gave daCunha complete creative freedom to create and release the ads without taking the company’s permission. 30 years later, the Utterly Butterly Girl still wins hearts wherever she is, whether on a billboard or on the packet of butter.

Amul is not just a brand; it is also a movement that represents farmers’ economic freedom. The name is now a household term that is here to stay, and the chubby-cheeked Amul girl will continue to cast a spell on the public.

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On the occasion of IR’s 150th year, a mascot in the form of a cartoon elephant, ‘Bholu’, was adopted. A real elephant was used in some of the celebrations.

Railways were introduced in India on 16 April 1853, with a line from Bombay to Thane. To commemorate the 150th year of the event, Indian Railways planned a series of events in 2002–03 which included launching a mascot. Bholu was designed by the National Institute of Design in consultation with the Railway ministry and was unveiled on 16 April 2002 in Bangalore. On that day, Bholu flagged off the Karnataka Express at 6.25 pm from platform number 1 of the Bangalore city station. According to the Indian Government (Railway Board)’s Manual for Public Relations Department (2007), Bholu was designated for official use effective 15 April 2002. Later, on 24 March 2003, they decided to retain Bholu as the official mascot of Indian Railways.

The mascot became very popular in India. When asked why they chose an elephant as their mascot and of their opinion on Bholu, Indian Railway officials said that Bholu is friendly and helpful. An Indian Government official release in 2003 described Bholu as an “ethical, responsible, sincere and cheerful icon”. The same report stated that other than denoting stability, it represents the Indian Railways workforce as well. Also in 2003 the Indian Government released a two-(?) rupee coin which carried the impression of Bholu on its reverse side.

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Air India’s mascot is the Maharajah (high king). It was created by Bobby Kooka, the then-commercial director of Air India, and Umesh Rao, an artist with J. Walter Thompson Limited in 1946. Kooka stated that, “We call him a Maharajah for want of a better description. But his blood isn’t blue. He may look like royalty, but he isn’t royal”. Air India adopted the Maharajah as its mascot in 1946. It was used in promoting it although initially designed only for the airline’s memo-pads. The Maharajah was given a makeover in 2015 and the brand is represented by a younger version.

The airline was founded by J. R. D. Tata as Tata Airlines in 1932; Tata himself flew its first single-engine de Havilland Puss Moth, carrying air mail from Karachi to Bombay’s Juhu aerodrome and later continuing to Madras (currently Chennai). After World War II, it became a public limited company and was renamed as Air India. On 21 February 1960, it took delivery of its first Boeing 707 named Gauri Shankar and became the first Asian airline to induct a jet aircraft in its fleet. In 2000–01, attempts were made to privatise Air India and from 2006 onwards, it suffered losses after its merger with Indian Airlines.

Air India also operates flights to domestic and Asian destinations through its subsidiaries Alliance Air and Air India Express. Air India’s mascot is the Maharajah (Emperor) and the logo consists of a flying swan with the wheel of Konark inside it.

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A wooden box, a short, straight antenna on the top left and a picture of a chubby toddler with her finger placed near her lips with a quizzical smile – this is what Indian radio memories are made of. And the brand was Murphy Radio, one of the earliest radio brands in Indian homes.

In the 1960s-70s, Indians who had radio sets in their homes often boasted about it. A Murphy Radio set usually occupied pride of place in their homes, especially in their drawing rooms. It would be kept at a higher plane away from children’s reach. Many Indians would actually stitch an embroidered cloth cover for it. Families would play the popular radio programmes on high volume, attracting radio-less neighbours to stand outside and listen.

The brand of home radios was founded in 1929 in England by Frank Murphy and E.J. Power.

The original radio company played a crucial role during World War II, making radio sets for British Armed Forces to use.

Murphy was the first British radio to be fitted with automatic tuning correction with station names on the tuning scale.

Frank Murphy left his own company in 1937 leaving E.J. Power in charge and found another company called FM Radio – Frank Murphy Radio.

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