AMUL Ads- The Taste of Advertising

World’s Largest Distribution Network, Most Trusted Brand in Food & Beverages Sector, India’s Top Brand; yes, you guessed it right, it’s AMUL.

It all began in December 1946, in Gujarat, at a then small place known as Anand. Started as a dairy co-operative movement, a brain child of Dr Verghese Kurien; Amul has now grown into one of the biggest food brands in the world. Amul products are today available in more than 40 countries including USA, Japan, China and the Gulf.    

It is not only the milk production by Amul that is astonishing, but equally significant is the build-up of Amul as a Brand, that has been achieved over the years; through simple and imaginative advertising. Created in 1966 by Sylvester daCunha, the “Amul baby”, a girl in polka dotted dress; has been Amul’s mascot throughout. Initially the mascot was used only for Amul butter, with the tagline “Utterly butterly delicious Amul”. Over the years, the mascot has been used on all Amul products; though the advertising campaign is primarily for Amul butter.

                 

 The advertisements by Amul have always been well-liked by the people. The political and social comments, made through their advertisements, have been acclaimed by the masses. Highlights of Amul’s advertising campaigns can be considered to be:-

1)                  Hoardings Only: Amul advertisements are seen only on billboards and outdoor hoardings. These hoardings are selected in the prime locations of every city to catch the attention of maximum passers by. Every week a new ad is put up on the hoarding, and many people actually look forward to these ads. Amul has seldom used other media for its advertisements. Recently, newspapers have been used in some cities for Amul ads.

2)                  Simplicity:  Amul ads are very simple to understand. Mostly, the idea is expressed in only one sentence or phrase. The implied meaning of the tagline is easily grasped by the reader.

3)                  Humor:     The manner of the message in all the Amul ads has a light, happy mood attached to it. Even the most serious of issues are addressed in a very humorous way, which find easy connectivity (acceptability) with the audience. In fact, Amul ads can be surely regarded as great works of satire across all walks of life.

4)                  Continuity: The structure and format of the ad is the same always. The “Amul baby”, always in the ad, represents the masses and their sentiments. This continuity gives the campaign a cohesive look.

5)                  Adaptability: The ads modify/adapt the original tag line “Utterly butterly delicious Amul”, to suit the context of the ad. The theme of the modified tag line is such that it still goes well with various characteristics of butter.

AMUL ads, surely know, the “taste of India”.