Amaron, the automotive batteries brand, has recently unveiled its mascot – Ron. And there’s not just one Ron; there are many of them, each representing energy in its powerful, modern and sustainable form.
Launched to coincide with the new Amaron batteries, The Rons have become a trailblazer for the automotive batteries industry. The mascot was created by the Design Cell at Ogilvy India.
A futuristic figure created in Amaron’s green brand colour scheme, the Rons, with a glowing ‘A’ on their chest signify the tremendous energy at the heart of the new Amaron. With digital screens for faces, Rons are capable of displaying emoticons, GIFs and more. Rons are surrounded by rings of energy, representing the tremendous power packed inside the All-New Amaron batteries.
With Amaron pushing the boundaries of its markets, the launch of a mascot seems the ideal step to take, to help bring the brand to global markets.
Jayadev Galla, Chairman and Managing Director, Amara Raja Batteries, said, “We had always planned to launch a brand mascot and were waiting for the right opportunity. Brand ambassadors and celebrities are valuable, but they don’t become uniquely identifiable with a brand for extended periods. A mascot is timeless and unique. And this is the right time to introduce the Rons, with Amaron expanding not just across India, but into international markets. As we launch the All-New Amaron batteries, we expect our Rons to bring global recognisability to Amaron over time.”
Sujoy Roy, Executive Creative Director, Ogilvy India, said, “We worked on the Rons for over a year, trying to create the ideal mascot. We didn’t want to go the way of typical cereal mascots, or simplistic human figures, or animals. Amaron needed a mascot that did justice to the brand’s evolution and expansion - something stylish, modern, and truly 21st-century, representative of Amaron’s core promise of energy that lasts long, really long.”