Mascots paving the way for responsibility

Is there anyone who has forgotten Appu, the mascot of 1982 New Delhi Asian Games or Misha, the mascot of 1980 Russian Olympics? Appu, a sweet little elephant and Misha, the cute teddy bear, remain etched in our memories. Some mascots not just leave a lasting impression but also highlight the organisation and the motto they represent. Over the past few decades, mascots have been profoundly used to campaign for road safety. Here are some of the innovative mascots.

Pappu Zebra

It’s better to be a thousand times careful than once dead; staying safe at roads must become a priority- this is something which Pappu Zebra taught us.Pappu Zebra is a mascot who walks around with a message for everyone to ride safe, creating awareness on road safety in many states across India. Pappu also walks around roads of Hyderabad, teaching responsibility to toddlers and adults.The idea of Pappu was submitted as a ‘Road Sense’ project to the Kerala Police in June 2009, and it soon crossed many boundaries. It was adopted by the traffic police in Rajasthan, Orissa and Hyderabad. Comic strips in Telugu and English were also distributed among various government schools throughout the twin cities, as part of the campaign.

Yamaha

Yamaha Motor India Sales (YMIS) launched a new mascot in January to educate and influence both parents and children on vital road safety measures. The mascot was designed to strengthen the brand connect with kids and also to accelerate the company’s growth.Yamaha appointed 12 trainers, including four women, for the safety programme, all of whom who received special training in Yamaha Motor Company, Japan.The mascot connected with children in schools. Safety gears, including special helmets, were made available for them, at all Yamaha’s dealerships.

Traffic Tau

Styled after the traditional Haryanvi elder person of authority, who commands respect among people, the tau was seen at most major intersections along with the cops, at Gurgaon, instructing drivers to abide by the rules. His laathi, which he likes to call 'Yaad Ram', ensured that people did not forget these rules.Bollywood actor Chandrachur Singh, who coincidentally also adorned the same moustache as the Traffic Tau, launched the new Gurgaon Police campaign in December 2013.

Children in Bangalore to create their own mascot

While every other city and state launched their own mascots, Bangalore Traffic Police moved a step ahead. For children who enjoyed art, Bangalore Police invited them to draw a caricature of a traffic cop which would the mascot of Bangalore Traffic Police (BTP). As part of the 25th annual Traffic Safety Week celebrations, BTP organised a painting competition on January 25 followed by a caricature carnival. The results are yet to be announced.

Chota Bheem

Partnering with POGO, Honda associated with Chhota Bheem – India’s most loved animation character-for safety promotion among kids along with their families. Honda wanted to promote safe riding among kids in a fun manner, as educating young minds on road safety was an effective way to spread the message to the entire family.

Honda saw perfect synergy and brand fitment in Chhota Bheem, who is a role model to not just kids, but the entire family. In his exploits with his friends in Dholakpur village, the character of Chhota Bheem conveys all the aspects of a superhero – strong values, might, courage, discipline and learning. ‘Honda Safe Riding with Chhota Bheem’ was organised in major cities across India in January where Chota Bheem engaged and interacted with kids and people at large. The national inaugural event at Delhi was followed by Jaipur, Indore, Lucknow, Hyderabad, Bhubaneswar, Kolkata, Chennai, Bangalore, Ahmedabad, Greater Noida and Nagpur. ‘Honda Safe Riding with Chhota Bheem’ provided an opportunity for kids to learn safe riding tips.