Advertising History of Amul - Asia's largest Dairy Brand
By: Neha Shetty & Neelam Matani
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
AMUL also stands for Anand Milk Federation
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.
The Birth of
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
The cooperative was further developed
and managed by Dr.Verghese Kurien with
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
Value for money
Mascot- The Amul Girl
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
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
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
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!”
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.
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.
A glimpse of Rural Development
done by Amul
Old classic ad (Featuring stills
from Smita Patil starrer movie
New Ad – Revamp of the
classic with modern touch
Bringing the nation together with
Amul – The taste of India
Old classic New Ad
Funny ad film showcasing how Amul plays a big part in every Indian
Har Ghar, Amul Ghar (Every Home, Amul
Amul seems to have got the taste
of global events.
team at the
Prix in the year
Sponsored social causes like
Women Empowerment through
education, training and health
Amul has not left out
It has been
India for all
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
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.
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.