The Idea The BIG Idea Laugh – this problem will also pass The BIG Idea Amul The Taste of India Idea By PreethyDevassy Uchit Gupta VarshaHegde BIG
‘The Big Idea’ The Big Idea is the creative concept that becomes the foundation for all advertising platforms. It's the engagement vehicle that takes an offer, a concept, a product, and allows for the mobilization to the masses. It was David Ogilvy who said it best when he described the importance of the big idea in advertising: "It takes a big idea to attract the attention of consumers…Unless your advertising contains a big idea, it will pass like a ship in the night.”
The Big Idea of Amul centers around two basic themes – The core idea based on the concept of delicious taste, and consequently, a new idea that focuses on having a taste of everyday life across all its campaigns.
It basically brings out the ability to ‘laugh at yourself’ and at the problems around you.
Amul tries to view common situations with a different perspective, a humorous outlook on all the controversies and issues of a common man‘s life – and as such, it connects to the public through its mascot – The Amul Utterly Butterly Girl
The Utterly Butterly Girl
The Amul Girl -an endearing girl in a polka dotted frock and a half pony tied up.
She has charmed her way through millions of hearts with her wit and her endearing outlook on life.
Her unique style of analyzing current affairs have always been a subject of fascination. Towering over at all prominent landmarks of all major Indian cities, she has been attracting more eyeballs than even Bollywood bombshells. And at 43, she continues to be envied by even the best in the industry.
The birth of the IDEA
In 1966, Eustace Fernandez (the art director) and Sylvester decided to create a character that would charm the attention of every house wife in the country.
They thought of a little girl and thus the famous Amul Girl was born.
She has always remained the cute little 4-year-old girl eating butter – never growing an inch in size, but growing more and more in the hearts of the public.
The Execution of the Big Idea – Amul Girl
The Utterly Butterly campaign involving the Amul girl started way back in 1967.
Since then, it has been the longest running Ad campaign - Now preparing to enter into the Guinness book of world record for its long race.
The slogan has always been 'Utterly Butterly Delicious'.
The biggest success of the campaign lies in the fact that no particular time or period could have frozen this character. It does not belong to an era. It has moved along with time reacting to the new events through time.
The magic of the idea lies in the humor that anybody would enjoy. The Amul ads don't pander to one’s nationality or certain sentiments. It is pure and simple, everyday fun.
GEOGRAPHICAL BASIS OF ADVERTISING Regional The hoardings are created in different languages & pertain to the geographical region they are put in. The hoardings have been use for local marketing that is their scope is restricted to the particular region. National Gujarat continues to be the biggest sourcing point for milk. But now raw milk is also being procured from Maharashtra, Karnataka, Andhra Pradesh, Madhya Pradesh, Rajashthan, Orissa, West Bengal, Jammu and Kashmir and Punjab. Thus other cities are also contributing towards Amul. Urban centres contribute nearly 70% to the company’s revenue while the remaining 30% comes from rural areas. Rural connect : the cooperative way there are over 5 lakh cooperative societies with membership exceeding 22 crores. Cooperative way is a natural approach for rural development, as well as for reducing disparities in access to technology. Thus it can be said that Amul has a strong basis for rural development.
ADVERTISING STRATEGY Emotional touch: Since 1967 Amul products' mascot has been the very recognizable "Amul girl" (a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and product wrappers with the equally recognizable tagline Utterly Butterly Delicious Amul. Through this ‘Amul girl’ Amul creates emotional touch with consumers. The Amul Girl: 50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses. Through the Amul girl, Amul shows – “after consuming the Amul products kids can grow with creativity & innovativeness. It has even left great impact on parent’s outlook. Now they feel their kids can grow in the best possible. Advertisement as per the situation: Amul focuses more and more on effective advertising. They advertise their products to co-relate Amul girl with current scenario. Ex- an Amul butter ad on Pakistan's Kargil War fiasco. The image shows the "Amul baby" in between George Fernandez and Vajpayee.
The Emotional Touch Through all the events taking place in the country, Amul always had a reply to it. It is up to date with all current affairs.
The first escalator in Mumbai in 1979 was celebrated with a slogan ‘Automatically Amul’.
The Emotional Touch 2. When the city witnessed a power shortage, the Amul girl said ‘Take this cut for power’.
The Emotional Touch 3 Controversy over Octroi toll.
The Emotional Touch 4. In the early ‘90s, when the colas were getting popular, the tongue-in-cheek remark was ‘Eat the Real Thing’.
The Emotional Touch 5. STAR TV brings satellite communication and foreign cultures into Indian homes with its 5 main channels.
The Emotional Touch 6. Indian Airline pilots stir for increase in pay scales.
The Amul girl, apart from promoting a $1-billion brand, has been bringing smiles to millions. And this smile has spelt a huge success and changed the livelihood of over 2.5 million Gujarat farmers.
The sales figures of Amul butter have jumped from a few lakh rupees in 1966 to over Rs. 500 crore now.
Apart from rapid growth and trustworthiness, the four-year-old girl has also ensured a virtual monopoly for Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) that sells Amul brand of dairy products.
Amul is the largest food brand in India with an annual turnover of US $868 million.
The Big Idea always endures, is always Contagious
For 40 odd years the Utterly Butterly girl has managed to keep her fan following intact. The ultimate compliment to the butter came when a British company launched a butter and called it Utterly Butterly, last year.
There are stories about the butter that people like to relate over cups of tea. "For over 10 years I have been collecting Amul ads. I especially like the ads on the backs of the butter packets, "says Mrs. SumonaVarma.
"I have made an album of them to amuse my grandchildren,” says one customer. "They are almost part of our culture, aren't they? My grandchildren are already beginning to realize that these ads are not just a source of amusement. They make them aware of what is happening around them."
Conclusion From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them. Amul ads have now become a part of our lives, a part of our folklore and our daily existence. The true essence of a Big Idea is measured by the impact it has. In terms of Impact and its long lasting effects, Amul is the best Big Idea that was ever thought of.