AN ‘ADVERTISING METAMORPHOSIS’: AMUL ‘BUTTER GIRL’

A „mascot‟ created to counter the competition and endorse the butter of Amul, undergoes an amazing transformation from being the “brand ambassador” to playing the role of “The social Observer” who draws attention of her fans from various age group. This paper try‟s to conceptualize “advertising metamorphosis” where the creators have created an advertising campaign for a specific reason and that in due course of time has taken a very different form.