A Brand mascot and a Brand ambassador

Having a good product is not enough today to taste success in the market. All elements in the Marketing mix should fall  at the right place at the right time. One such aspect is the brand mascot or some times the brand ambassador that you select. There are brands which continued with the same mascot for multiple campaigns and stick to them for years. At the same time some brands were forced to bring back their successful mascot after trying to replace them for a new campaign. Brand also stick with their ambassador for multiple campaigns, a non celebrity is bought in and established overnight. The new Airtel Girl is one such example. Airtel through the campaign successfully launched their 4G as well as Sasha Chettri. Their second campaign that launched during the ICC world cup was the continuation of the first campaign with the same person upon the concept of wide network even on remote locations. The case of Vodafone was curious with their pug. After moving from Hutch to Vodafone as a part of their rebranding initiative they stopped the "You & I" concept with the dog in 2008. The influence of the pug in the mind of the viewers was so much that the brand was forced to reintroduce him later.  

Nirma girl & Parle G kid was so popular for ages that even without the brand name people will relate the mascots with the brands. Onida from 1983 to 2010 used its famous Devil for promoting them even during the stiff competition from LG during the early 2000. The big difference between a mascot and an ambassador is that, an ambassador is normally an individual and every good & bad aspects of him/her will effect the brand. Where as once a mascot is established you can take them for years and they will always be young in the mind of the customers or viewers.