Congruence between verbal and non-verbal communication is the key to effective brand positioning.

1. Amul – The Taste Of India
CONGRUENCE BETWEEN VERBAL AND
NON-VERBAL COMMUNICATION IS THE
KEY TO EFFECTIVE BRAND POSITIONING
SUBMITTED BY
• Abhishek Anand
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2. INTRODUCTION
Amul is an Indian dairy
cooperative
•Industry : Dairy / Fast moving
consumer good (FMCG)
•Founded : 1946
•Headquarters : Anand, Gujarat, India
•Chairman : Ramsinh Parmar
•Website : www.amul.com
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3. Amul Milk raises a
glass to woman
power
#AMULWOMENPOWER
Verbal Aspect- Whole Ad is verbal
showing Mother daughter bond and their
concern for each other.
Non-Verbal
Facial Expression
Movement and posture
Voice and Touch
• https://www.youtube.com/watch?app=desktop&
v=21JC-Tpy20c
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4. Analyzing the
Quality of
Verbal and
Non-Verbal
Congruence.
• The ad beautifully shows the loving and caring
relationship of mother and Daughter.
• In Verbal part they show their mutual
concern for each other's health.
• In Non-Verbal, Where Kinesis and Vocalics
perfectly match the verbal part of this ad. The
Haptics is also goes hand to hand
with verbal concern.
• The Quality of Verbal and Non-Verbal Congruence
is Good.
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5. HAR GHAR AMUL GHAR AD
Introduction
•Ads is regarding the parents who take turns to get their
son ready for the school
•Shows the tiredness of parents while performing their
morning task
•One day what happen the boy wakes up his own, gets
ready himself this left the parents amazed
•The idea behind is that Amul products play a key role in
morning chores
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6. Congruence of
Verbal and Non-
verbal
communication
The ad depicts the feeling of inspiration and
independency among the kid.
Verbal Aspects
•It catches the attention of audience by
showing the how parents manages their son
to get ready for school
•Ready to eat food items makes the child
himself prepare his meal
Non-Verbal Aspects
•Shows the love, concern and affection
towards their kid
•Tiredness and uneasiness of parent is shown
while performing morning chores
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7. AMUL MILK :
MOTHER’S PURE LOVE AD
INTRODUCTION
• The AD film starts with a multi-tasking mother. She is
taking care of every small things as we can see she is
working yet she is not forgetting to put butter on the
bread. The women in the ad shows the care and love of
every mother.
VERBAL COMMUNICATION
• We can see the woman talking on the phone about some
presentation
• The ad further moved to a verbal plot where her
husband asks her to fetch his charger.
• The communication between the son and the mother,
where the son tells her he wants to become like her.
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8. NON VERBAL COMMUNICATION
• AD shows a non-verbal content where
a woman is seen working nonstop.
• The ignorance of the husband towards
his wife's effort.
• The emotional part where the mother
sheds a tear and when her tear was
about to drop in his son's milk she
immediately move the glass.
TAKE
AWAYS
• This ad film motive was to show that
Amul Milk is totally pure.
• The message was beautifully
delivered to the audience by
connecting
• the purity of Amul Milk with the
purity in love of a mother.
• The purity plug is strengthened by
the fact that Amul Milk comes
• from the hands of the lady dairy
farmers, straight into every home.
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9. AMUL
RAMAYANA AD
• INTRODUCTION
• Dairy products brand Amul chose to serve a portion
of the past decades with television commercials made
in the '80s
• During this period as mythological shows are again
coming Amul started showing its Ramayana ad on
television
• The ad was Released again on DD channel on special
demand after getting success on Rmanand Sagars
Ramayana show.
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10. VERBAL AND NON-
VERBAL
CONGRUENCE
• Changes in tone and facial
expressions of the candidates.
• Catchy 1 minute commercial
attracted youngsters.
• The ad vibes are matching the
mindset of people who are
watching the Ramayana serial.
• Very well thought out gratification.
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11. Ad Link -
https://youtu.be/cyh8rVdlYbw
Facial
Expression
Posture
And
Stance
Movement
s
Girl waves her
hand around
her face to
show its quite
hot there. Then
she turns the
fan on.
The man sitting
on the bench
looks weak and
skinny from his
posture.
When the fan is
turned on, his
eyes widened
up, gives a
symbol of
uneasiness.
Non- Verbal
Aspect
Verbal
Aspect

12. Communication
Analysis –
What’s
Right
Amul was successfully able to convey what they are trying to say.
There is a congruence between verbal and non verbal aspects to
make the story successful and complete.
Communication
Analysis
What’s
Wrong
The ad was not considerate and courteous towards
skinny or lean people and thus face a lot of
backlashes.

13. REFERENCE
• 1- Amul Milk raises a glass to woman power
• https://www.youtube.com/watch?app=desktop&v=
21JC-Tpy20c
• 2- Har Ghar Amul Ghar
• https://youtu.be/Y_I1omigDRU
• 3 - Amul Milk - Mother's Pure Milk
• https://youtu.be/eVdXB5NmoAI
• 4 - Amul Ramayana Ad
• https://www.youtube.com/watch?v=4mjqNC_-xvQ
• 5- Amul Paneer
• https://youtu.be/cyh8rVdlYbw
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