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Advertising History of Amul - Asia's largest Dairy Brand


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History of advertising done by Amul using various mediums and its effect

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Advertising History of Amul - Asia's largest Dairy Brand

  1. 1. By: Neha Shetty & Neelam Matani
  2. 2. Meaning of “Amul”  Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.  The word amul (अमूल) is derived from the Sanskrit word amulya (अमूल्य), meaning invaluable.  AMUL also stands for Anand Milk Federation Union Limited.  Amul gave birth to India's White Revolution as a result of which India became the world's largest producer of milk and milk products. It also ventured into markets overseas.
  3. 3. The Birth of Amul The government had given monopoly rights to Polson dairy to collect milk from Anand and supply it to Bombay city. Angered by the unfair trade practices, the farmers of Kheda under the leadership of Tribhuvandas K. Patel met Sardar Vallabhbhai Patel. He advised them to start a co-operative which would undertake the task of collecting and supplying milk to Bombay instead of Polson. In 1946, the milk farmers of the area went on a strike which led to the setting up of the cooperative to collect and process milk. The cooperative got registered on 1st December, 1946. The cooperative was further developed and managed by Dr.Verghese Kurien with H.M. Dalaya.
  4. 4. Over 300 products
  5. 5. Reasons for Success of Amul  Robust Supply Chain  Low Cost Strategy  Diverse Product Mix  Strong Distribution Network  Technology and initiatives  The Brand Value of Amul  Quality  Value for money  Availablity  Service
  6. 6. The Back- story Advertising through Mascot- The Amul Girl
  7. 7.  The Amul girl is a hand-drawn cartoon of a young, chubby Indian girl dressed in a polka dotted frock with blue hair and a half pony tied up.  The Amul girl was created as a response to Amul's rival brand Polson's butter-girl.  The idea was conceived in 1967 when ASP (Advertising, Sales and Promotion) took over the brand portfolio from the previous agency FCB Ulka. It was executed by Sylvester Da Cunha, the owner of the agency.  Dr Verghese Kurien, the then chairman of the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) suggested a mischievous little girl as a mascot with two requirements. It had to be easy to draw and memorable as most of the advertising would be outdoor media which required hand painting in those days and the hoardings had to be changed
  8. 8. Controversie s In 2001, Amul ran an ad campaign criticizing the Indian Airlines strike, whereupon Indian Airlines threatened to stop offering Amul Butter on their flights unless the ads were pulled.  Another ad during the Ganapati festival which said, Ganpati Bappa More Ghya (Ganpati Bappa take more). The Shiv Sena party said that if the ad wasn't removed, they would come and destroy Amul's office.  In July 2011, an ad criticizing Suresh Kalmadi led to trouble in Pune, while an ad poking fun at Mamata Banerjee in December 2011 led to problems in Kolkata. Subsequently, another ad with Banerjee was released all over India except in Kolkata in March 2012.  In 2011, they came up with ‘Maine kyaa khaya' (What did I eat?) for Suresh Kalmadi during the Commonwealth Games scam, they ran into trouble. “He was found guilty, he was in jail, his party had abandoned him. But party workers in Pune actually pulled down the hoarding,” recalls a bewildered da Cunha.  There have been some laughable protests as well. When they wrote ‘Satyam Sharam Scandalum!' for Satyam Computer Services's disgraced Chairman Ramalinga Raju, he says, “We got a formal letter from the Satyam Board threatening us with dire consequences: all their employees would stop eating Amul butter!”
  9. 9. On the Supreme Court verdict on Section 377, Amul releases a print ad called "Freedom of Choice" Amul is known for taking up current affairs and issues as part of its campaign-advertisements.
  10. 10. Powerful Impact of Amul Girl  For 50 odd years the Utterly Butterly girl has managed to keep her fan following intact.  The mascot has been mobilized to comment on many day-to-day events as well as events of national and political importance.  It earned a Guinness world record for the longest running ad campaign in the world.
  11. 11. Outdoor Media Using Billboards and Hoardings
  12. 12. Use of Traditional Mediums like wall painting
  13. 13. Print Media Full and constant coverage in all leading newspapers
  14. 14. Broadcast Media Using Television Commercials
  15. 15. A glimpse of Rural Development done by Amul Old classic ad (Featuring stills from Smita Patil starrer movie “Manthan”) New Ad – Revamp of the classic with modern touch
  16. 16. Bringing the nation together with Amul – The taste of India Old classic New Ad
  17. 17. Funny ad film showcasing how Amul plays a big part in every Indian Family. Har Ghar, Amul Ghar (Every Home, Amul Home)
  18. 18. Use of Social Media Internet
  19. 19. Using micro-blogging site Twiiter for sharing various pictures and ad links
  20. 20. Using Facebook to interact with customers
  21. 21. Website – Where information about its brands, GCMMF, news coverage, B2B and various social campaigns can be known.
  22. 22. POS (Point of Sale)
  23. 23. Amul Parlours/ Cafe
  24. 24. Partnerships with various entertainment shows & sports events and CSR activities Sponsorships by Amul
  25. 25. Amul has always lend its support to sports
  26. 26. Amul seems to have got the taste of global events.  Amul became the official partner of Switzerland- headquartered Sauber F1 team at the inaugural Indian Grand Prix in the year 2011.
  27. 27. Sponsored social causes like Women Empowerment through education, training and health programmes.
  28. 28. Amul has not left out entertainment  It has been the key sponsor for MasterChef India for all its seasons.
  29. 29. Analysis of Advertisments  Without endorsing a public figure for millions, Amul ads are captivating in itself. The appeal of the ad lies in its simplicity. There is clarity in the message.  One of the best ways of branding to a local market is to create a vision that people of that place carry in their mind and this is exactly communicated in the ad.  They are creating a picture which shows their perception about modern rural India with its empowered women who have impact on people across the country.  It also shows different segments of customers they reach and how they touch their lives.  Also the Indianness of the campaign allows it to connect so well with the people.  The jingle or the song is actually in lines with folk songs from states of India.  The inherent feature of an ad is to make people notice the brand in such a way that when they think about a particular product, one of the companies that comes immediately to their mind is yours.
  30. 30. Success of Amul Ads  Amul by now is already an established brand so it is correctly focusing on brand awareness along with their inherent marketing.  In 2011, Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report published by Trust Research Advisory on 18th January, 2011. Amongst India's top 20 brands: Amul is No. 1.