The document provides background information on Amul, an Indian dairy cooperative. It discusses how Amul was formed in 1946 and is jointly managed by the Gujarat Co-operative Milk Marketing Federation. It highlights how Amul spurred India's White Revolution, making the country the largest milk producer. The document also discusses Amul's segmentation, targeting, positioning and marketing campaigns over the years including its mascot, the Amul girl. It analyzes how Amul's advertisements use humor and commentary on current events to engage audiences for over 50 years.

2. Background
The brand name "Amul," from the Sanskrit "Amoolya," means “priceless”.
Formed in 1946, it is a dairy cooperative in India.
It is managed jointly by the cooperative organization, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF).
Amul spurred India's White Revolution, which made the country the world's
largest producer of milk and milk products.
In the process Amul became the largest food brand in India and has also
ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years
(1973-2006), is credited with the success of Amul.
Amul started as a movement for the economic liberation of the farmers
turned into a success as a brand.

3. STP
Segmentation: Customer based Market Segmentation
Targeting: AMUL means different things to different people:
To a Milk Producer – A Life Enriching Experience.
To a Consumer – An assurance of having Wholesome Milk.
To a Mother – A Reliable source of Nourishment for her Child.
To the Country – Rural Development and Self-Reliance.
To a Woman – Economic independence and growth.
To the Children – Warmth and Laughter.
Positioning:
EMOTION: Advertisements on Print Media on occasions of national interest;
Fun-Loving; Purely Indian.
DESCRIPTIVE: Butter has become a part of the family. Butter = Amul.
FUNCTIONAL: Quality Products at Affordable Prices; Easy market accessibility.

4. Customer based Market Segmentation

5. The Taste Of India

6. Findings
The Taste of India catered to people belonging to all works of life and
cultures.
They showcased AMUL 's Umbrella Branding strategy and it's connection with
massive expansion drive connecting different tastes& Cultures of India!
It revolves around one day old child who needs milk as much to a dead
man who needs Ghee.
It has invoked the spirit of Nationalism
Studied the customers’ inclination and likings by deeply examining the
preferences of tastes and products.
The film ends with all of its products on display and a super of the Amul
logo.
The film features a re-done version of the old ’Taste of India’ track which
was aimed to restore the old essence but with a youthful and
contemporary feel.

7. Communication Model

8. Film Credits
Client: Amul
Creative agency: FCB Ulka – Mumbai
Executive creative director: Haresh Moorjani
Account Management: Sharon Picardo, Rohan Patil, Neha
Bubna
Agency producers: Alpa Jobalia, Stanley Christian, Aditya
Akolkar
Production house: Milestone Films
Director: Suraj Wanvari
Producer: Farid Khan, Ajay Vasu, Sunil Nair
Creative team: Varun, Roshan Sharma, Alekhya

9. Har Ghar Amul Ghar- The Dosti Butter

10. Findings
Amul has designed this campaign as a part of its outreach to a new
generation of consumers.
It tried to persuade customers and prospects slice of life emotional
stories centered on typical Amul families.
In strategic elements part, The basic insight in play is that most people
considered senior citizens to be a burden and weak at that time when
the ad was released.
Through this ad, Amul wants to aware adults and young generation by
telling them that even old aged people can enjoy the pleasure of a Amul
products
The thought that promoted was age is just a number.
Played on Nostalgic theme.
AIDA Target, the objective of Amul is to generate 'Interest' among the
adult audience in Amul butter as an indulgence good.

11. Film Credits
Client: Amul
Ad agency: DaCunha Communications, Mumbai
Executive Creative Director: Anand Tiwari
Production house: Still & Still Moving Pictures
Director: Anand Tiwari
Producer: Rahul Dacunha
Creative team: Tanmay Kothari, Ashray Chandani,
Sapna Chugani, Satyajit Nagpal

12. Churning the butter
In 1966, the very first hoarding that
featured the Amul girl showed her
praying.

13. Telling the story of an evolving India as seen
from the Amul girl's eyes!

15. SPREAD BUTTER,
NOT FEAR!

16. Controversies and legal wrangles

17. Classification Of AMUL Ads
The code used in the ads, they may be classified as monolingual (only
English) or bilingual.
The novelty is in the whole concept and it uses the unique techniques to
attract
audience.
Every ad has a surprise element that makes the audience chuckle.
Based on their illocutionary force they may be classified as follows:
a. Condemning: Racial attacks; separation of states; wrong-doers; terrorist
attacks
b. Complimenting: Sportspersons; world leaders; city’s spirit; new policies;
festivals
c. Creating Awareness campaign: To vote; to support a cause
d. Mimicking/Acknowledging other contemporary products: Vodafone;
Facebook; Ipod; Films
e. Mourning: Death of celebrities – actors, singers, leaders

18. 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 internationaland political
importance.
It earned a Guinness world record for the longest running ad
campaign in the world.
The butter girl ensures us food for thought with her witty remarks
Eustace Ferandes created the Amul moppet . Ads copywriter Manish
Jhaveri and artist Jayant Rane.
For many Indians, the Amul cartoons on hoardings have become a
part of the city landscape, something to look forward to every week.
She could comment on potentially sensitive subjects without
offending anyone. Always lighthearted no matter how much grimmed
the issues are!
Utterly butterly Analysis

19. As humor is one of the best techniques used for marketing products and
it creates a receptive attitude.
Amul ads of India are a perfect example of the use of humor in
advertising and uses bilingual techniques to relate to the modern Indian.
Linguistic elements like Pun, tongue-in-cheek rhetoric tone, parody,
polysemous words,Portmanteau or Blending,Phoneme and grapheme
levels and wit marketing techniques.
The advertisements expect the audience to be up-to-date with the latest
happening in the world.
Works include liberal usage of puns.
The humor thus generated from these snappy and edgy ads appealing
and popular, thus providing a good evidence for humor as a good
technique in marketing.
Utterly butterly Analysis

20. Thank you for making
India a BUTTER Place!
DR Verghese Kurien
21-11-1921 to 9-8-2012

21. Amul, the taste of India, and a toast to the
World!