1. 50 CHEERS FOR THE 5
DECADES………….
AND THE LESSON WITHIN
MONOJIT LAHIRI(CONSULTING EDITOR)
CONSUMER BEHAVIOR PROJECT
-BY SNEHAL OBHAN
ROLL NO. 20
(T.Y.B.M.M)

2. ABOUT THE ARTICLE
MONOJIT LAHIRI HAS TRIED TO
DECODE SOME OF THE SECRETS OF
AMUL’S MARKETIN.
AND WHT INDIAN MARKETRS CAN
LARN FROM IT.

3. VARGHESE KURIEN THE VISIONARY OF WHITE
REVOLUTION IN INDIA.
RAHUL DACUNHA AND SYLVESTER DACHUNA
OF DACUNHA ADVERTISING, AMULS’S AD
AGENCY.

4. LONGEST RUNNIN OUT DOOR CAMPAING IN
THE WORLD.
MARKETING STRATEGY WAS FIRE CATCHING
TO REACH ZILLIONS HEARTS AND MINDS FOR
50 YRS.

5. FLASH BACK TIME -1966
AMUL BUTTER ALREADY IN MARKET FROM 10
YRS.
IT CAME UP AGAINST MORE POPULAR
POLSON B UTTER.

6. COMMUNICATION NEEDED TO BE CONVERTED
IN TO ADVANTAGES.
SYLVESTER DACUNHA CREATED COOL BUT
SIMPLE SLOGAN “UTTERLY BUTTERLY
DELISHIOUS, AMUL”.
THE SLOGAN WAS MUCH CONVINCED TO
CONNECT WITH AUDIENCE.

7. NEXT NEED WAS TO CREATE SOMETHIN MORE
VITAL AND CENTRAL.
COUNTER POINT TO THE POPULAR POLSON
BUTTER GIRL.
CAME UP WITH UTTERLY DELECTABLE POLKA
DOTTE, FROCKED GIRL SMACKING HER LIPS.
NAUGHTY, CUDDLY, INNOCENT, AND
SMART, SENSED THEY HAD A WINNER.

8. FIRST EARLIEST AD “GIVE US THIS DAY OUR
DAILY BREAD WITH AMUL BUTTER”.
TILL TODAY CRIES OF “HOW CUTE”, “HOW
CLEVER”, AND “HOW SMART” FLAILING THE
AIR.

9. REVIEW’S
“LOVEABLE WONDERFUL, NON-INSTRUCTIVE
STYLE COULD HAV NEVER BEEN
STRATEGICALLY PLANNED”
-SHOBHA DE RECKSON.
“CHARMING CHRONICLER OF OUR TIMES, NOT
WITH THE WEIGHTNESS AND GRAVITAS OF
HISTORIANS AND ACADEMICIANS, BUT
DELIGHTFULLY LIGHT WEIGHTE AND TOUNGE
IN CHEEK” - HARSHA BOGLEH

10.  “OUR STRIKE- RATE SEEMS TO BE GOOD BY THE
RESPONSE WE RECEIVE.
 WE STRIVE TO DO OUR BEST, EVERYDAYT FOR THREE
REASONS.
 ONE UNCONDITIONAL FSITH,TRUST.
 TWO THE PEOPLE’S EXPECTATIONS.
 LASTLY, THE DEEP AWARENESS OF LIVING UP AND
TAKING FORWARD THE GREAT,ICIONIC AMUL BRAND
STORY THAT THE NAME SYMBOLISES,” -RAHUL
DRAVID

11. SOCIAL AND MEDIA COMMENTATOR SANTOSH
DESAI SUM’S IT UP AND CALLS THESE BILL
BOARDS MOVING TIMELINE MARKING WHAT
WE HAVE CONSIDERED SIGNIFICANT AT
VARIOUS POINTS OF TIME.
A COUNTRY COMING IN TOUCH WITH IT SELF
TRANSFORMS BEYOND RECOGNITION.
RUNNING COMPLEMENTARY ON
EXPERIENCES.
ACCOMPANES THE AUDIENCE TO A GLORIOUS
RIDE.

12. REVIEW OF ARTICLE IN SIMPLE WORDS
CREATING ATRACTIVE, LOVABLE, HUMOROUS
NON-INSTRUCTIONAL AD’S.
SETTING MINDS WITHCUTE, CHARMING AND
SMARTNESS OF THE AMUL GIRL.
 BUILDING UP OLD, TRUTHFULL RELATION
WITH ITS CONSUMERS.
AD’S RELATING THE AUDIENCES WITH THEIR
DAILY MEAL’S.

13. THANK YOU