Thursday, 23 March 2017

2D to 3D Animated Character Amul Girl Transformed With Time

We have all seen and can remember the lovable mascot, the Amul girl. In our today’s blog discussion we will discuss about how the Amul girl transformed from 2D to 3D Animated character used for different advertisement medium been made for the new era advertisement.

The Managing Director of Gujarat Cooperative Milk Marketing Federation, the owner of Amul Mr. R S Sodhi has actually opened the door to the lovable girl with so many new additions to the mascot.

The Amul girl has actually taken a jump right out of her outdoor pedestal onto our television screens as well. It even went to shoot for an ad film that introduces viewers to a bunch of different ways of consuming and relishing Amul butter.

Earlier the mascot girl has appeared in Amul butter advertisement only as a sign off towards the end only.

Around a decade back, though, she did appear all through the brand’s advertisement but in a flat, two-dimensional animation, sketch-like form.

With  Toonz Animation has given the Amul girl a 3D animation effect form for the very first time ever for Amul.

In all the advertisement she looks like a regular, well-rounded cartoon character and has been profiled from several angles, not just the front.

Moreover, the 60-second version of this advertisement many a times has been placed in cinemas during 3D movies to promote the product; when viewed through special goggles, the ad will be a three-dimensional one. Was actually a fun to watch it.

“We have counterpoised our butter girl. Nowadays everything is in 3D — movies, games — so why not the Amul girl?” Mr. R S Sodhi says about the change addressing the media.

In fact, with time and in today world her popularity is being leveraged beyond billboards. “We are extending the butter girl to other things also,” Mr. R S Sodhi says.

The girl has started appearing on Amul’s boring milk packets and products also.

And besides reproducing the billboards as press advertisement in newspapers, Amul has also started airing them on television advertisement also in the quick 10-second films!

Here’s how: A scene of an actual road is integrated with a graphic billboard which is a replication of Amul’s actual billboard.

Given the nature of the content of these topical ads,  Amul produced these short films which has been aired on Hindi and English  different news channels.

With this Amul witnessed a total changed in Amul’s “media selection strategy” such that the mascot girl was exposed better way.

 Mascot Makeover

Created by Sylvester da Cunha in 1966 to rival Polson’s butter girl, the Amul Girl which was a 2D animation character was first used in outdoor advertisement which was debut on a few lampposts in Mumbai.

Public reaction to her was immediate and positive. People found her really cute — cute enough for the brand to make billboards her permanent home, one that she has inhabited for over 50 years.

Thus, at a time when there was no TV and every brand was going the print, cinema or radio way, Amul butter decided to embrace outdoor.

Then with modern technology, butter girl leap into 3D animated character?  This transformation made the mascot alive  and allows her to develop a different relationship with the younger audiences.

On billboards, the Amul girl is witty and spunky but in this ad film, she is almost a goody goody two-shoes.

In television it becomes sensorial advertising. Ever since it made the leap from black and white to colour, Amul butter, like many other food brands, started using it as a medium to lure consumers with appetising sights and sounds.

So, shots of food became dominant and the Amul girl gradually began appearing more towards the end of the films.

Gradually the role of the Amul girl started becoming different on each platform. On the outdoor medium, she acts as a social observer; the strategy is to comment on India. But the strategy for TV is: sell more butter. So, in a sense, her role on TV is more hard working.

Amul butter girl has found yet another media platform in digital (particularly Facebook and Twitter) for its topical outdoor creative.

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