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Blog
Home Advertising campaigns The Railways Mascot – Bholu
Advertising campaigns

The Railways Mascot – Bholu

SocialAdm August 28, 2020 8 Comments

In the third blog of the series Mascot, we will be talking about Bholu, the guard holding a hand signal lamp. The mascot Bholu came into the picture on 16 April 2002 when he flagged off the Karnataka Express at 6.25 pm from platform number 1 of the Bangalore city station. The National Institute of Design in consultation with the Railway Ministry gave birth to Bholu.

The Story behind Bholu

In the year 2002–03, Railways planned to celebrate the 150th year of the introduction of Railways in India. Railways were introduced in India on 16th April 1853, with a line from Bombay to Thane. Indian Railways planned multiple events for the celebration and launching a mascot was one of the events. 

Bholu, the mascot, was designed by NID and Railway Ministry
Bholu, the mascot, was designed by NID and Railway Ministry

Bholu was designed for official use as per the Indian Government’s Manual for Public Relations Department(2007). However, later on 24 March 2003, Railway Ministry decided to retain Bholu as the official mascot because of the immense popularity it received. 

Read more about The Journey from a Cartoon Sketch to a Brand Mascot: Fido Dido

Why choose an Elephant?

One may wonder why Elephant was chosen as a mascot? The Railway Ministry had an interesting justification. Elephants are generally known for carrying people and freight, which is also the prime function of railways. Additionally, an elephant is considered reliable, helpful, and friendly and despite its huge size, it is not aggressive. As a guard, he projects an ethical, sincere, responsible, and cheerful image of Indian Railways.

Bholu showing a green flag to the train
Bholu showing a green flag to the train

He is also a symbol of the workforce of the Railways. Like a train in charge, he is responsible for the timely running of trains and for the safety of the passengers. The green light in his lamp denotes the movement of trains, the intention to go ahead with safety and positivism. He always accompanies the passengers day and night.

Click here to read the story of Maharaja: Air India’s Mascot

In 2003, the Indian Government went ahead to release a two-(₹) rupee coin with the impression of the mascot on the reverse side.

Conclusion

Bholu has become the universal symbol of trains and interaction with passengers. He is a perfect example to look at for brands/corporates that are trying to build a connection with audiences without having to spend much on advertising. Additionally, with his innocent looks, he has become a lovable figurine for children thus rendering a high recall for Railways.

About the Author:

Aditi Garg is an MBA student, filled with curiosity to learn and explore more of the Digital Marketing World. As a Digital Marketing Executive at Social Buzz, Aditi takes an active part in curating content, and strategizing marketing campaigns to execute them with perfection!

Source:

  • https://en.wikipedia.org/wiki/Bholu_(mascot)
  • https://www.irfca.org/misc/bholu.html
  • https://timesofindia.indiatimes.com/city/bengaluru/Bholu-the-Railways-mascot-unveiled/articleshow/7099051.cms
  • https://zeenews.india.com/home/bholu-to-stay-with-railways-the-hindu_93788.html

Bholu Digital Marketing Digital Marketing Tips Digital Marketing Trends Marketing strategy Marketing Tips mascot railway ministry Social Media Marketing
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Comments (08)

  1. Renata Feyen
    September 4, 2020

    I love the idea behind the elephant that it’s about carrying people – he is pretty cute 🙂

    Reply
  2. Jon (bitwy)
    September 5, 2020

    Nice blog. Love the symbolism of the elephant.

    Reply
  3. Chiache Ryl
    September 5, 2020

    Such a brilliant idea! Elephant is an awesome representation of how human should treat each other.

    Reply
  4. World in Eyes
    September 5, 2020

    Loved this message behind the story…glad you shared this an amazing and important one with us..great work though…This is so deep and meaningful…

    Reply
  5. rachel
    September 6, 2020

    What a cool story! And I had no idea about this origin.

    Reply
  6. Marie Phillips
    September 6, 2020

    Awww, I love this story! I would let Bholu help me anytime–adorable. This is great advertising!

    Reply
  7. The Frugal Samurai
    October 3, 2020

    Haha, that is cute! Nice work Bholu

    Reply
  8. Romeo Oieda
    April 15, 2023

    Hi there! I simply would like to give you a big thumbs up for the great information you have here on this post. I’ll be coming back to your blog for more soon.

    Reply

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