Advertising agency analysis

1. Dhwani Shah Tanya Dadwal Anagha Bhagare
372 352 351

2. Activity

3. Sources:
http://www.draftfcbulka.in/philosophy/history
http://www.slideshare.net/SnehalObhan/draftfbc-ulka-ad-
agency
http://www.prnewswire.com/news-releases/draftfcb-
simplifies-brand-to-fcb-in-global-name-change-
249259791.html
http://www.afaqs.com/news/story/29340_DraftFCB-Ulka-
completes-50-years-thumps-on-happily
http://www.draftfcbulka.in/showcase/showreel/classics
http://www.campaignindia.in/Article/291956,amul-to-
sponsor-indian-contingent-to-2012-london-olympics.aspx
http://www.afaqs.com/news/story/34925_Amul-launches-
app-to-milk-the-Olympics

4. History:
DRAFT,
Marketing agency.

5. The direct marketing agency, Kobs & Brady, founded
in 1978, was the precursor for Draft.
Mr. Howard Draft, founder of Draft

6. In 1995, the agency regained its independence in a
management buyout and was renamed Draft Direct
Worldwide.

7. A year later, Draft Direct Worldwide was purchased by
The Interpublic Group of Companies.

8. FCB

9. Founded as Lord and Thomas in Chicago in 1873,
FCB was the world's third oldest advertising agency.

10. In 1942, Lasker sold Lord and Thomas to its three top
managers, Emerson H. Foote in New York, Fairfax
Cone in Chicago, and Don Belding in California, who
renamed it.

11. ULKA

12. Founded on February 1, 1961 by Bal Mundkur and his
wife Ann.
Ulka had become the fifth largest agency in India and
continues to be among the top five agencies.
Late Mr. Bal Mundkur

13. DRAFT + FCB MERGER
Draft Direct Worldwide and Foote, Cone & Belding
merged in June 2006, to form Draftfcb Worldwide.
. This merger is also the first of its kind globally, where
a direct marketing agency and a creative agency have
come together to offer one-stop solutions to clients.

14. FCB + ULKA MERGER
In February 1997, FCB Acquired 51% stake in Ulka. It
was renamed to FCB Ulka. After the DraftFCB merger
in 2006, they acquired the remaining stake of the
company and renamed it to Draftfcb Ulka.

15. Worldwide Rebranding
March 10, 2014,
From Draftfcb Ulka

16. To FCB Ulka

17. KEY EXECUTIVES
Mr. Nagesh Alai
CEO & Executive Director

18. KEY EXECUTIVES
Mr. Melarkode Ganesan Parameswaran
CEO & Executive Director, Mumbai

19. Creative Philosophy:
Draftfcb+Ulka's commitment has always been to
create advertising that works in the market place.
Advertising that is noticeable. Advertising that is
relevant to the potential buyer, not necessarily the
seller. Advertising that reflects the brands needs and
not the agency's personality.

20. CLIENTELE:
To name a few..

23. And many more…

24. FCB ULKA OVER THE YEARS
FCB Ulka started out with print ads for clients like ITC,
Ceat, Godrej Prima typewriters, Zodiac Man, Bombay
Dyeing Suiting, etc.

27. Soon after the TVCs started coming in with the
advancement in technology and rapid increase in
television viewing.

28. CITI BANK TVC

29. NEROLAC TVC

30. ZANDU BALM TVC

31. In 1986, with the launch of Santoor, FCB Ulka became
the key factor in triggering its popularity.

32. Ulka created many campaigns for Amul like ‘Amul
Doodh Peeta Hai India’, ‘Amul Taste Of India’, ‘Doodh
Doodh’ etc. It won FCB Ulka many many accolades.

33. CLIENT REVIEWS:
Santoor soap is one such example where research
and focused advertising saw sales-growth grow foul-fold
against stiff competition from Levers and P&G brands.

34. Indica V2 took on the mighty Maruti and Hyundai to
firmly establish itself as a leader in the class.

35. Naukri.com was doing a study to understand its
consumers better. Ulka came up with an interesting
strategic suggestion that the brand ought to launch an
offering that is like a ‘privilege card’ for its premium
consumers.

36. “They understand the business problem first, see what
the marketing objective is, and then get into a ‘solution-
approach’.” – Manish Karla, Marketing Head,
Makemytrip.com

37. “Ulka is also our strategy agency. They do a lot of
‘Consumer Speak’ with us”, said a spokesperson from
Zee.

38. AMUL

39. Derived from the Sanskrit word amulya, meaning
priceless.
Was initially referred to as Anand Milk Federation
Union Limited hence the name AMUL.

40. Dr Verghese Kurien, founder-chairman of the GCMMF
for more than 30 years (1973–2006), is credited with the
success of Amul.

41. Amul girl has played the role of a social observer since
1967 and her comments have tickled India's funny bone

44. UTTERLY BUTTERLY DELICIOUS AD, 1967
One of India’s most iconic brands Amul, owned by the
Gujarat Co-operative Milk Marketing Federation, is in
its 50th year.

45. Based on a story written jointly by Verghese Kurien
(the Father of the White Revolution in India) and
director Shyam Benegal.
With the first commercial itself a line was added to the
song "Mare ghar jhanjar laxmi ke baje" (in my house,
the bells of wealth ring), as a symbol of the success of
Amul.
AMUL MANTHAN, 1976,
THE WHITE REVOLUTION OF INDIA:

46. ORIGINAL AMUL MANTHAN TVC

47. In 2011, GCMMF produced a new version of Manthan
created by Draftfcb Ulka which talked about how this
independent woman’s life was further enriched and
she now walked neck to neck with her urban
counterpart, contributing towards creating a healthier
lifestyle for the society in general.

48. MANTHAN TVC, 2011

49. . The challenge was to retain the earthy feeling and
look of the earlier TVC, but simultaneously show how
these women have taken the big leap from being self-
reliant to a tech-savvy entrepreneur of today.

50. LATEST MANTHAN TVC, 2013

51. AMUL DOODH DOODH, 1990’s,
AMUL DOODH PITA HAI INDIA, 2006:
These advertisements strongly gave the image that
Amul was the nation’s brand and using Amul products
became an identity of status and good taste.

52. Doodh Doodh TVC

53. Amul Doodh Pita Hai India TVC

54. AMUL, THE TASTE OF INDIA, 2005:
This advertisement came out in 2005 and rebranded as
well as cemented the tagline of Amul which is ‘The
Taste Of India’.

55. Amul Taste Of India TVC

56. AMUL, DUDE WHERE’S THE DOODH?,
2009:
It shows the change in social cultures through the
decades where earlier the ad released to connect with
the youth was ‘Amul doodh pita hai India’ whereas it
now was ‘Dude, where’s the doodh?’

57. AMUL OLYMPICS, 2012:
Amul had announced its sponsorship of the Indian
contingent to the 2012 London Olympic Games.
Draftfcb Ulka Interactive had created a Facebook app
for Amul, the official sponsor of the Indian contingent
at the London 2012 Olympic Games, to up the
engagement levels for the brand on social media and
boost Indian support for the Olympians.

58. Amul Olympics TVC

59. AMUL EAT MILK WITH EVERY MEAL,
2013
. Executed by Draftfcb Ulka,
the campaign showcases the
goodness of the entire range of
Amul products. The brand had
earlier positioned milk as
‘Worlds original energy drink‘
in its campaigns.
Amul won Best Marketing
Campaign award at World
Dairy Innovation Awards

61. The Create your own meme application enables the
youth to create, participate and share memes socially.
"The memes are ideal tools to generate online chatter
and aid virality for the brand in the social space. The
application is hosted on the microsite via Facebook
social login.

62. FCB Ulka is one the best advertising agencies in the
countries and the conclusion of this analysis states that this
agency adopts the changing cultures quite efficiently to
make their advertisements relatable to the current lot. Their
take on creativity is unique and being marketing advisors as
well, FCB Ulka gets more leverage over most other
advertising agencies as they not only provide advertising but
also business solutions.