Amul is an Indian dairy cooperative based in Anand, Gujarat that was formed in 1946 in response to unfair trade practices. It grew to become the largest milk producer in India through a robust supply chain, diverse products, and strong distribution. Amul's iconic mascot, the Amul Girl, has been featured in advertisements commenting on political and social issues since 1967. Through various media including print, broadcast, billboards, and social media, Amul's advertising utilizes the Amul Girl to build brand awareness while connecting with audiences through simplicity and Indian cultural references. Amul's long-running success is attributed to strengthening its brand, matching supply and demand for sustained growth, and maintaining a cooperative structure that separates decision making

1. ADVERTISEMENT HISTORY OF
AMUL
PRESENT BY
AMARTYA GHOSH
ARPAN KUMAR DOLUI
MONICHANDA DUTTA
RAMMANI ROY
RUELLIA NANDI

2. COMPANY BACKGROUND
• Amul is an Indian dairy cooperative, based at Anand in the state of
Gujarat, India.
• The word amul (अमलू ) is derived from the Sanskrit word amulya (अमल्ूू
य), 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. 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. Over
300 products

7. Reasons for Success ofAmul
 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

8. The Back-
story
Advertising through
Mascot- The Amul Girl

9.  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 toAmul'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

10. STORY
 In 2001, Amul ran an ad campaign criticizing the Indian Airlines
strike, whereupon Indian Airlines threatened to stop offeringAmul
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 destroyAmul'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 Amulbutter!”

13. Powerful Impact of AmulGirl
 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.

15. Outdoor Media
Using Billboards and Hoardings

16. Use of Traditional Mediums like wall painting

18. Print Media
Full and constant coverage in all
leading newspapers

21. Broadcast Media
Using Television Commercials

22. 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
https://youtu.be/RW9DSUbZX34 https://youtu.be/4SiRZNx4jlE

23. Bringing the nation together with
Amul – The taste of India
Old classic New Ad
https://youtu.be/ivLmx6ixRRc
https://youtu.be/ZV1zkB1auSc

24. Funny ad film showcasing how Amul plays a big part in every Indian
Family.
https://youtu.be/3h0DsC6UvWc
Har Ghar, Amul Ghar (Every Home,Amul
Home)

25. Use of Social Media
Internet

26. Using micro-blogging site Twiiter for sharing
various pictures and ad links
https://twitter.com/amul_coop

27. Using Facebook to interact with customers
https://www.facebook.com/amul.coop

28. Website – Where information about its brands,
GCMMF, news coverage, B2B and various
social campaigns can be known.
http://www.amul.com/

29. POS (Point of Sale)

30. Amul Parlours/ Cafe

31. • Partnerships with various entertainment shows & sports
events and CSR activities
Sponsorships by Amul

32. Amul has always lend its support to
sports

33. 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.

34. Sponsored social causes like Women
Empowerment through education,
training and health

35. Amul has not left out entertainment
 It has been
the key
sponsor for
MasterChef
India for all
its seasons.

36. Analysis ofAdvertisments
 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 brandin
such a way that when they think about a particular product, one of
the companies that comes immediately to their mind is yours.

37. Success of AmulAds
 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 MostTrusted brand
in the Food and Beveragessector
• in The Brand Trust Report published byTrust
Research Advisory on 18th January,2011.
• Amongst India's top 20 brands: Amul is No.1.

38. CONCLUSION
o Three key practices are there behind the success of AMUL.
o The first, that Amul has developed a strong brand and implemented its
marketing strategy towards strengthening it constantly.
o The second that AMUL presented traditionally accepted milk products
with a brand value as well as targeted sustained growth for the long
term depending upon matching supply and demand.
o Third, that Amul never compromised on professional grounds and
separated decision making and management into two folds. Member
Farmers were always involved in decision making and controlling the
giant and on the other hand, professional managers and technocrats
were appointed to run the management.

39. THANK YOU