This document is compiled by Mr. Jaydev Chauhan, students of S.V. Institute of Management, Kadi,Batch 2010-12.
In the context of spokescharacters, India was not far behind the west since we had our ownspokescharacter as early as 1946. The Air India Maharaja, which was conceived and developedby Bobby Kooka and Umesh Rao, (of J Walter Thomson Limited) became synonymous withluxurious and comfortable travel and was a prominent spokescharacter for decades after it waslaunched. And who can forget the Amul Girl, who till date has always been before our eyes withup-to-date advertisements on current issues ranging from politics to movies. The chabby AmulGirl was the brainchild of Sylvester deCunha, the than managing director of advertising agencyASP who worked with the Art Director Eustace Fernandez to give her form. It was more of a
rival to the contemporary competitor „Polson Girl‟. The Amul Girl first appeared in 1966 and
straight away won the heart of its target audience. Since then it has given India one of its bestseries of advertisements ever.Before the arrival of the Amul girl in 1954 there was another kid on the block, Gattu the paintboy of Asian Paints that immediately captured attention with his dripping paintbrush. As creationof the noted cartoonist Laxman, the boy in shorts with a paint bucket and brush literally gaveAsian Paints the mileage they needed. The Competitior of Asian Paints was also not behind interms of creating a spokescharacter. Goody, the Nerolac Tiger was born in 1970. At around the
same time, the lion was replaced by the tiger as India‟s nat
ional animal and the WWF started the
„Tiger Project‟. Thus, Goody got all the attention he needed. Goody was given a different look in
1972, by subhash tendle of Ulka Advertising. The colorful and unique personality of Goodyblended well with that of the paint company. Goody was removed from nerolac advertisementsaround 2006. But just after one year, the company realized the impact of Goody on the Brandand has plans to bring him back. Quite similarly, Asian Paints have also removed Gattu fromtheir advertisements from early 2002. Lastly, there is one spokescharacter who needs mention.He was not created as a spokescharacter but as a representative of the common man of India.
That was the „common man‟ by RK Laxman. The common man was selected
as the company isto provide the laxury of air travel to every Indian at least once. To quote Air Deccan Chief
Executive Officer GR Gopinath, “ The Common Man in Laxman‟s cartoon brings out an element
of courage and optimism. Since our vision is to make every Indian fly at least once in a lifetime,
we are proud to select such a universal personality as our brand ambassador.” The common man
was selected as the Air Decan mascot is 2005,
Indian SpokescharactersSpokescharacter Brand Year Creator
Maharaja Air India 1946 Bobby Kooka and Umesh RaoGattu Asian Paints 1954 RK LaxmanAmul Girl Amul 1966 Sylvester daCunhaGoody the Tiger Nerolac 1970(revamped 1972)Subhash TendleCommon Man Air Deccan 2005 RK Laxman