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<ul><li>Dunzo unveils new brand mascots inspired by its various users.</li><li>Dunzo has curated a series of characters inspired by the varied demographic of their users, delivery partners and merchants who have contributed to Dunzo's rise as a delivery service of choice. </li></ul>As a platform built for delivery partners, merchants, and users, Dunzo’s philosophy has always been centered around all its customers. During the first stage of its Brand Mascot Campaign, Dunzo put Delivery Partners at the heart of all its communications, led by the spirited mascots Dunya and Harri. Dunya and Harri who have undeniably become a natural extension of the brand, are recognised easily across channels As an expansion of the first brand campaign, Dunzo has taken a conscious call to imbibe it’s hashtag, #VareityMakesUs. Dunzo has curated a series of characters inspired by the varied demographic of their users, delivery partners and merchants who have contributed to Dunzo's rise as a delivery service of choice. The idea that #VarietyMakesUs is deeply embedded in Dunzo’s value system, and repeatedly emphasized in many of their campaigns in the past. With the inception of the ‘Duniverse’, a strong closely knit community of Users, Partners and Merchants, Dunzo wishes to drive home the message that the real strength of our world lies in diversity and it truly is variety that makes us As the Duniverse continues to grow, more characters and narratives from the Dunzo world and try to push this relevant conversation around inclusivity and representation, forward every single time. Meet the characters of Duniverse The ‘Duniverse’ of mascots comprise an eclectic mix of characters who bring with them their own traits and quirks. Keeping with the spirit of inclusivity, Dunzo conceptualized six true blue Indian mascots, (2 partners, 2 merchants and 2 customers) of varied demographics, gender identities, religious ideologies, harmoniously coexisting in this thriving ecosystem. Dunya Dundekar (delivery partner) She's bold, brilliant, and badass. She's the pride of Pune, and will zip to your door at lightning speed. Mess with her, and you'll have a front row seat to watch her serve some savage Karate chops. Harri U.P (delivery partner) He'll take care of your smallest needs with the biggest heart. When this mast macha from Bangalore is not delivering to doorsteps, he is busy making short videos with his killer dance moves on social media. Shelfali Aloowalia (Merchant) This businesswoman is a full-time hustler. She’s busy on her phone running her grocery store "Kirana Firana" in the heart of Delhi and using her Dunzo dashboard to run orders from home. Being the newly crowned champion at Vasant Vihar Badminton Association, she has no trouble shuttling between multiple tasks - at home or at work! <div type="image" title="dunzo shefali" msid="78102593" hostid="261"></div> Stewart Sodawala (Merchant) This bindass bawa from Mumbai can whip up a storm at a moment's notice. Aside from entertaining his guests with delightful stories at his cafe "Dhinchak Dhansak", he can be found striking conversations and coins at neighbourhood kabaddi tournaments. Even in during notorious rains, Stewart’s partons never miss out <div type="image" title="Stewart" msid="78102767" hostid="261"></div> Lana Doorjee (User) She's sassy, and she's stylish. This medical student from Kohima doubles down to make the most of every moment. Her home business of making decorative candles and her mindful meditation sessions have helped her find the calm among the chaos. <div type="image" title="dunzo lana mascot" msid="78102615" hostid="261"></div> Asghar Ismile (user) This charming chetta is enthu about literally everything. Being one of the well-known investment bankers of Kochi, he credits philanthropy to be the reason behind his permanent smile. Although he never has mood swings, he's often seen swinging the club at the local golf course. <div type="image" title="dunzo asghar mascot" msid="78102629" hostid="261"></div> Dunzo will be adding the characters on its app as well. <div type="image" title="1 (1)" msid="78103118" hostid="261"></div> *Each character has been visualised and designed in a signature illustration style.

Dunzo makes its mascot ‘Duniverse’ more inclusive. Here are a few more mascots they have added

<ul><li>After Vodafone’s ZooZoo and 7UP’s Fido Dido, new-age brands have stayed away from launching and nurturing a brand mascot. </li><li>However, Dunzo’s endearing mascots Harri and Dunya testify that mascots still work and help you stand out in the clutter. </li><li>We reached out to brand experts to understand if technology has impacted <keyword id="9768835" type="UNKNOWN" weightage="20" keywordseo="mascot-marketing">mascot marketing</keyword>, what are some of the things that brands should consider before launching a mascot in today's time, and what should it talk about. </li></ul>Growing up, we have seen the supremely charismatic <keyword id="125015" type="PERSON" weightage="20" keywordseo="Amul-girl">Amul Girl</keyword> comment on issues that nobody dared to refer to on public-forums. From government scandals to celebrity gossip to gender equality, the Amul Girl has spoken about it all unabashedly and continues to be loved by different kinds of audiences for the same reason even today! However, after the iconic Nirma Girl, McDonald’s Ronald McDonald, Parle-G Girl, 7UP’s Fido, and Vodafone’s ZooZoo, <keyword id="9768839" type="UNKNOWN" weightage="20" keywordseo="brand-mascots">brand mascots</keyword> did not make an appearance for quite some time and made us wonder if mascots are a dying trend. Brands did not want to invest in a labour-intensive exercise that involved a lot of commitment, regularity, nurturing and of course, money to make it all happen. And then Dunzo, a new-age home-grown delivery brand, dropped not one but two mascots, Harri and Dunya. Like Amul, its mascots also comment on status-quo with its well-known pun, swag and humor. Many technological advancements have been introduced in our country since the Amul Girl was born and the marketing landscape continues to evolve with it. We reached out to experts to understand what benefits a brand can reap by launching a mascot in today’s highly-cluttered landscape, what are some of the factors they should take into consideration and what should today's mascot look like and talk about. Experts opined that technological changes will come and go, but mascots will always offer a relatability factor -- a barrage of emotions packed in one image that helps connect the brand immediately with the audiences. Karthik Srinivisan, Brand Consultant and Social Media Expert, said, “There's nothing technological about mascots, as I see it. Regardless of where a mascot is used, in what kind of media, the primary purpose is to enhance memorability and association. Whether the mascot is depicted in a billboard, or a print ad, or TVC or an Instagram post, the basic purpose transcends technology and medium.” He said mascots offer higher recall value. “A mascot's purpose has always been to extend a brand's marketing effort. If the mascot enhances the memorability of the brand, or makes it more relatable, that is a good consideration for the mascot's need. The most basic things that a brand should consider fall under common sense - that the chosen mascot doesn't lead to any negative association or perception,” added Srinivasan. All mascots from the recent past like Harri, Dunya, ZooZoo and Fido are 3D illustrations that don’t just have a conversation and engage with consumers, they twirl, dance and even drive around on fictional streets. Albeit, experts we spoke to said dimensions don’t matter, message does. Ambi Parameswaran, Founder, Brand-Building.com said, “I am not sure if you can do better advertising simply because you can create a 3D image. I still believe the simple 2D of Amul Girl is one of my favourites.” Giving us an example, he said, “In recent times, Nippon Paint has used the colourful blobs, called Blobbies as an integral element on their campaign. These are 3D images that paint your walls and is an extension of something the brand has done abroad. I think the intelligent use of the mascots has helped the brand standout in the celebrity clutter that we see in all brand advertising, and also in paint advertising. I would rate it as a breakthrough in recent years.” “The mascot today becomes a bot when injected with technology. Interfaces can change, but the core persona of the bot must not,” seconds Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc, whose favourite brand mascot is Asian Paints' Gattu! Bijoor explained, “A Brand Mascot is a relationship that is forever. It is all about a more long-lasting engagement with the consumer than in the case of celebrities roped in to promote a brand. Keeping this in mind, it is important for mascots to embody the brand with a certain degree of personal integrity. Mascots must therefore embody within themselves the DNA of the brand in question. Integrity and a complete emotive-ability with the consumer is a core must.” Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting said that even if the consumers move to a dominant digital environment, consumers will continue to remain humans and will always look for that human and emotional connect. Highlighting how mascots can be used to break clutter, Mitra said, “A mascot has the power to be leveraged across multi-media platforms from advertising to social media conversations to technology interfaces to activation programs as demonstrated effectively and endearingly by the Vodafone ZooZoos. While usage on one static medium such as packaging aids strengthening of the visual identity of brands, mascots are not done full justice when used that way. Relationships will continue to have a special place in consumers' lives, only the formats of engaging will evolve. The recent COVID lockdown times have shown how people from across the world have continued to strengthen their bonds leveraging technology. Mascots such as the Amul girl have shown that consumers do not tire themselves of relevant and engaging day to day conversations over decades.” Amul Girl steals the show Mascots can help personify the brand, maintain a voice, stand out in the clutter of celebrity endorsers, and establish the brand in an endearing, memorable and meaningful manner. Today, audiences also expect brands to have an opinion on political and social issues, stand for a cause and sell eco-friendly products. So, in today’s advanced social and technological landscape, what should your brand’s new mascot look like and talk about? All experts had one response to this question. Refer to Amul Girl. “Amul Girl remains right on top. This is mainly because unlike Asian Paints' Gattu or the Parle Girl, Amul has made contemporary use of their mascot in many kinds of topical situations through their everyday ads. Merely creating a logo and using it only in brand marketing is one thing, but Amul has gone beyond using it in marketing, and in a way made us think of Amul when we see the mascot in any context. That's the true success of a mascot - to bring people back to the brand every time they stumble on it even without the brand's name mentioned next to it,” said Srinivisan. “Mascots such as the Amul girl have shown that consumers do not tire themselves of relevant and engaging day to day conversations over decades,” said Mitra. So to conclude, experts said that a brand mascot should bring alive the brand narrative and its point-of-view. It will still help create a long-term relationship with your consumer if connected on a daily basis. Your brand would not have to worry about technological advancements and changing media landscape, mascots can be omnipresent and immortal.

From Amul’s 2D girl to Dunzo’s 3D Harri and Dunya, here's how mascots have evolved over the years and what they stand for today

<ul><li>Dunzo has launched two new queer mascots named Carelines Ringaraj (She/Her) and Jusmeet (They/Them).</li><li>No matter your background, there should and will always be a place for you within the Dunzo community, says Dunzo.</li></ul>Dunzo takes another step forward towards diversity and <keyword id="528822" type="COMPANY" weightage="20" keywordseo="Inclusion">inclusion</keyword>. While the end of June marks the end of Pride celebrations for some, for Dunzo it's a moment of new beginnings as it unveils the newest mascots of the Duniverse, Dunzo’s Mascot Universe. Introducing two new characters who are proud members of the LGBTQIA+ community, will continue Dunzo’s tradition of representation across its platform and another step in ensuring that everyone in the community has a place at Dunzo. <div type="image" title="Jusmeet" msid="83978747" hostid="261"></div> “As a three-sided platform, we have always been conscious of representing the different voices in our community. Our ethos reflects the people we work with on an everyday basis and we strongly believe #VarietyMakesUs. With the inception of the Duniverse, we wanted to capture the many stories and faces that make Dunzo the platform so loved by users. We’re so excited to introduce the newest members of the Dunzo Mascot Universe — Careline Ringaraj (She/Her) from Chennai, and Jusmeet (They/Them) from Jalandhar who are proud members of the LGBTQIA+ community and will represent Dunzo all year round, year after year,” says Sai Ganesh, Head - Brand at Dunzo. <div type="image" title="Careline" msid="83978709" hostid="261"></div> "With the addition of the two LGBTQIA+ characters to our mascot universe, our intention is to promote inclusiveness and widen our horizons to include all sections of our society as equals. It is to value representation and celebrate all colors of the rainbow with equal vigor. There are miles to go before we rest, but we hope that this little step helps open up some hearts and minds to embrace variety with Pride," read Dunzo's blog. Diversity and inclusion have always been a part of the Dunzo DNA — whether it’s in the services that it delivers or the community it serves. Taking a stand for Diversity &amp; Inclusion, Dunzo has also initiated several <a href="https://blog.dunzo.com/hereforpride-b0f32e093c30" data-type="tilCustomLink">programs </a>internally such as the Women@ Dunzo initiative which aims to create conversations around policies and workplace practices that impact the culture and emotional health of the organization. As part of <keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">Pride Month</keyword>, Dunzo hosted notable LGBTQIA+ advocates such as Vasu Primlani and Pooja Sampath and got conversations going around identity and pride. As Dunzo continues to build more initiatives around Diversity and Inclusion, it's building a place for all members of the community. With the addition of the two LGBTQIA+ characters to its mascot universe, Dunzo will continue to advocate for inclusiveness and widen acceptance to include all sections of our society as equals.

Indian advertising industry's first ever queer mascots are here as Dunzo introduces two new characters to its Duniverse

<ul><li>After brands like Urban Company, Zomato, Swiggy, Dunzo, MakeMyTrip, tweaked their logos to integrate face masks, McDonald has joined the bandwagon. </li><li>In its latest outdoor activity, McDonald has made its mascot <keyword id="274881" type="PERSON" weightage="20" keywordseo="Ronald-McDonald">Ronald McDonald</keyword> wear a mask.</li></ul>Amidst the ongoing health crisis, McDonald’s lovable mascot Ronald McDonald is urging you to keep safe. His message is simple - follow social distancing and wear a mask to keep yourself and everyone around you safe. In an innovative activation by brand McDonald’s, the iconic Ronald McDonald statues will now be seen sporting masks across all outlets to encourage more and more people to adopt safe practices to prevent spread of the pandemic. Arvind RP, Director – Marketing and Communications, McDonald’s India (West and South) said, “Ronald is an icon that people and especially children love. We hope that Ronald wearing a mask will make a strong statement and encourage more and more people to follow these very important safety measures.” <div type="image" title="Ronald dons a mask" msid="76507210" hostid="261"></div> The leading QSR brand has also stepped up its already world-class hygiene and safety practices in the restaurants across dine-in, delivery and takeout to keep everyone visiting them or ordering from them, safe. McDonald’s restaurants in West and South India are operated by Westlife Development Ltd. (WDL), through its wholly owned subsidiary <keyword id="9443173" type="COMPANY" weightage="20" keywordseo="hardcastle-restaurants-pvt-">Hardcastle Restaurants Pvt.</keyword> Ltd. (HRPL).

McDonald’s mascot is now sporting a mask across its outlets

<ul><li><keyword id="9025059" type="UNKNOWN" weightage="20" keywordseo="abhik-choudhury">Abhik Choudhury</keyword>, Chief strategist &amp; founder, Salt and Paper Consulting writes how brands colors are now both category and audience agnostic. </li><li>He further shares a few reasons behind this paradigm shift. </li></ul> What do Volkswagen, Volvo, Tata, Ford and GM have in common? They all are reliable family cars with blue logos. How about KFC, McDonalds, Wendy’s, Pizza Hut and Burger King? They all are global fast food chains with either or both, red and yellow in their identities. And till about a decade ago, it was all fine and dandy till digital content clutter multiplied our brand exposure to a whopping 5000+ on an average day. And that meant the compelling need for acute differentiation over everything else. Let’s look at the topical industry of the year - EdTech. The whole industry came into being post digital burst. And in their identities, whilst catering to the same audiences their approach to <keyword id="9709248" type="UNKNOWN" weightage="20" keywordseo="brand-colors">brand colors</keyword> couldn’t have been more drastically contrasting. Byju, India’s second most valuable startup at $10Bn adorns a bright purple, something which experts used to put in the segment of richness and royalty. Udemy with its coral shade usually seen in lifestyle brands has intentionally moved away from its launch color of grass green. Coursera on the other end of the spectrum is safely engulfed in the reliable blue (think sweet spot between the old and new Facebook color). And finally look at Khan Academy, a blend of sea green and ocean blue. I would argue brands colors are now both category and audience agnostic. And there are four reasons for this major paradigm shift. The Differentiation Paradox: Of course the trained mind might argue the above example is just an anomaly so let’s go back to the automobile category we opened our discussion with to see this point through. In the last decade, the new electric car segment is slowly overpowering old heavyweights. What’s interesting though is as much as these shiny, new kids stand for the same brand promise of blending sleek style, sustainability and automation, their colors try to intentionally stay as apart as possible. Leading the pack Tesla shines in its signature passion red, Faraday Future graces the color of powerplay jet black, Fisker has famously named its brand colors California sunset (orange) and Pacific ocean (blue), the Chinese born Byton decks a more luxurious grey and the adventure friendly Rivian chose orangish yellow. Superdry’s orange boasts of its fun and bold collection, Zara’s black promotes the high street range inspired by luxury fashion weeks. And why not, as the concept of brand colors needed to be synonymous with the “brand experience”. Now though, the audience is aware enough to know that just because Grab taxis are green, they don’t only move with an oil free, electric fleet. Honestly, as long as the story behind your choice of brand color is believable you can paint the canvas with whatever you wish for. Breaking the traditional need for popping colors, Unilever’s new age Talenti Gelato comes in a pure transparent identity to just focus on the product and cut the clutter in the ice cream shelf simultaneously. Ola, India’s answer to Uber uses an exclusive pear color something eponymous with sporty, not exactly a massy cab service using Wagon R &amp; Swift Dzire cars. But does it work? Quite brilliantly actually, the point of differentiation is well made and well reaped. The Niche Maze Before the digital era, market penetration used to be mostly about what the masses demanded. And honestly rightfully so, for neither there was internet to measure the size of niche interests nor a way to get them delivered online to spurt segments scattered all over. And what it has resulted in is making colors more unisex, boldly unique and universally acceptable. Lyft’s Magenta and Dunzo’s Mint Green paves way for many more to come in the coming decade. Let’s try to understand the repercussions of not having niche colors. In the Indian media ecosystem look at the known brands Zee News, NDTV, ABP News, Republic, Aaj Tak, BBC Hindi, The Wire and Firspost ALL have red in their logos. Let’s forget for a second if all these brands have similar personalities, experience or values of the color red. Let’s rather say in 2021 you want to start a media corporation catering to millennials. Don’t you think a berry blue or sunshine yellow will give you a niche identity distinctively apart from all your industry peers and make the consumer immediately associate you with the color no matter on which medium it is used? Reliance Jio certainly would have considered it while starting to slowly move towards Persian blue from its bright red similar to core competitors Airtel and Vodafone. So would have AirBnB while choosing a coral shade over their old blue similar to Booking’s identity. <div type="image" title="Color Logos Case" msid="77389917" hostid="261"></div> Content Overload: One of the most profitable industries inarguably today is the smartphone hub with over 1.5Bn average annual unit sales and still a long way in penetrating the global population. No matter where you are from, you can’t deflect from its plethora of content across platforms. Oppo and Vivo with their selfie camera positioning had planned a budget of INR 2200 crores for the Indian market to dwarf Samsung at its own game. Xiaomi, who finally did overthrow Samsung poured INR 3500 crores last year aiming at an even more aggressive advertising strategy. All pointing towards an inevitable content war subtly numbing the audiences to all headlines and creatives. And hence you see Xiaomi goes with a blazing orange, Oppo graces forest green, One Plus Christmas red, Google Pixel a more humbling grey to Apple’s black while Vivo goes for sailor blue. We aren’t talking about one off anomalies that used to happen in every category like Ferrari’s legendary lemon yellow backdrop whilst Audi, Mercedes, Toyota, Honda, Hyundai, Nissan, Jaguar &amp; Lexus all go with the same kind of logo in metallic elements on their cars. These smartphone examples are of all category leaders and none come close to the other’s color no matter how close their audience, personality and brand experience might be. Now one of the major brand identity tests is to create a fictional character with a rich personality to match with your corporation’s values, vision and heart. The catch is, it only works if your audience feels that metaphor coming alive too. Otherwise as you will agree, every horse breeder can sell a Unicorn. And with all due respect the 2020s audiences have evolved from all color tones (and it’s kind of fair if not lovely). Now they are more interested and invested in what you actually do both with your offering and beyond it for the overall society. They know how to filter the frills from the flowers. Typography before color: The formula is minimal typography for maximum impact. Uber tweaked its logo element to a bolder no nonsense font of its name. Indian food delivery pioneers have removed their famous spoon and now just have Zomato written in a thicker and slightly curved style. The legendary Absolut Vodka which had a designer cursive line - ‘Country of Sweden’ in the logo itself has switched to just a navy blue Absolut enjoying the solitude. Visa has removed the card element last decade and even fired the fiery yellow edge to allow blue to engulf all of its typography on this one. Dominos have hit puberty late but by making the name come out of the inclined box they now demand complete attention. IHop, Dunkin... the list honestly keeps going on but the verdict is clear. Clarity of your name in the logo, something that can be read in a nanosecond during a digital post or banner is what works today. And when pure simplicity takes absolute precedent, intricate elements, three tone color schemes and parallel mascots take a backseat. Bold is the new black and clarity is the new color. Millennials demand this world to stop seeing colors, at least without any preconceived prejudices. And if anything the creative industry should be elated with this transformation, one less box to fit into. Let the old labels make way for legacy. If only the world would start having bold brands who can make shirts for men and call it pink. Oh wait, we already do - Pink Shirtmaker, London owned by the Louis Vuitton group. By Abhik Choudhury, Chief strategist &amp; founder, Salt and Paper Consulting. He is also a visiting faculty of Market Research and Campaign Planning at <keyword id="9497386" type="COMPANY" weightage="20" keywordseo="the-indian-institute-of-mass-communication">the Indian Institute of Mass Communication</keyword>, New Delhi. You can reach him at abhik@saltandpaper.co.

You Searched For "dunzo brand mascots" and got 5 results

Dunzo makes its mascot ‘Duniverse’ more inclusive. Here are a few more mascots they have added

BI India Partner

From Amul’s 2D girl to Dunzo’s 3D Harri and Dunya, here's how mascots have evolved over the years and what they stand for today

Karuna Sharma

Indian advertising industry's first ever queer mascots are here as Dunzo introduces two new characters to its Duniverse

BI India Partner

McDonald’s mascot is now sporting a mask across its outlets

BI India Partner

The relevance of brand colors are redundant, it’s all about differentiation

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