a study of india's longest campaign

2. An Advertising Campaign Analysis
Presented by : Group 9
A Jayashankar ( 11Ex-001)
Abhishek Rai ( 11Ex-002)
Aditya Ghosh ( 11Ex-003)
Akhil Sharma ( 11Ex-004)
Aman Ajit ( 11Ex-005)

3. Amul : Introduction and History
It all started in 1946, as a dairy cooperative movement in India with
250 liters of milk per day with name KAIRA DISTRICT CO-OPERATIVE
MILK PRODUCERS’ UNION.
Dr. Verghese Kurien, former chairman of the GCMMF is
the man behind the success of Amul.
The brand name Amul means “AMULYA” is derived
from the Sanskrit word “AMULYA” which means “PRICELESS”.
Amul has spurred the white revolution of India, which has made India
the largest producer of milk and milk products in the world and the
White Revolution has finally created a billion-dollor brand.
Today Amul dairy is No.1 dairy in Asia and No.2 in the world, which is
matter of proud for Gujarat and whole India.

4. Amul a brand that is truly Indian, like a very friendly next door neighbor
of every Indian, has been an integral part of day to day life of every
Indian since almost 5 decades.
Amul : As a GCMMF Brand
• The brand name AMUL is now managed by Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF).
• Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) is India's
largest food product marketing organization with annual turnover (2010-
11) US$ 2.2 billion. Its daily milk procurement is approx 12 million lit (peak
period) per day from 15,712 village milk cooperative societies, 17 member
unions covering 24 districts, and 3 million milk producer members.

5. The Origin ( In year 1966)
Amul Moppet : A history in making
Advertising Agency : Advertising & Sales Promotion (ASP)
Core Team :
1. Mr. Sylvester daCunha – Managing Director
2. Mr. Eustace Fernandes – Art Director
3. Mr. K Kurien – Creative Head In-charge of Amul
"The idea came to me in a flash when we were given the Amul account. At that
time I had only five thick coloured markers that I had brought back from Spain,
blue, orange, green red & black. From these limited colours the girl was born. She
got an orange face, a red polka dotted dress, blue hair, green lettering the
'utterly butterly' delightful slogans the whole country looked out for, and the
black border of every Amul hoarding.“ ….Eustace Fernandes

6. Falling apart & the Dispute
• Fernandes worked on the Amul account for three years till 1969 and then
along with few ASP team started “Radeus Advertising” in 1974.
• The amul account remained with Sylvester da Cunha under the ad agency
named “daCunha Associates” where he held a post of chairman.
Amul Moppet : A history in making
The credit for creating the “Amul moppet” ran into a battle between
Mr. DaChunha & Fernandes after the separation of team.
Mr. Eustace Fernandes passed away at age of 75 in March 2010

7. Journey from 1960s to 2010s
• Amul’s advertising has become a little edgier, a little more satirical in the
last few years.
• Ads focus more on popular events related to social, cultural, political,
sports, Bollywood & even Hollywood for creating stories.
• She is the Friday to Friday star i.e. was seen in a new avatar every Friday.
• Taking on the role of a social observer, Amul hoardings have played a
significant part in paving the way for a novel, no holes barred and tongue-
in-the-cheek Indian, who mocks, celebrates and comprehends
contemporary issues and history in a brand new way.
Amul Moppet : A history in making

8. Amul: Campaign Analysis
First Show
“Amul Moppet” Campaign
 Date - Launched in the summer of 1967
 Place - A Charni Road billboard in Mumbai
 Event – Premiere for one of Indian advertising’s most deliciously funny
creations that introduced the concept of consumer humour or serious
things spoken in jest.
The utterly butterly Amul girl was born, and she has not grown an inch
since.
Amul Moppet:
A thumb-sized six year old girl in red polka dotted dress, blue hair,
round eyed, chubby cheeked, and winking at onlookers has been loved
by everyone

9. Amul: Campaign Analysis
Where does Amul’s magic actually lie?

10. The key elements of campaign success are :-
Simplicity : On Simple Ideas & events
Consistent: ‘Utterly Butterly Delicious’ baseline
unchanged for the last 40 years or so.
Humor : Topicals on humor as core theme.
Evergreen: Incorporation of current socio-economic
events, landmarks in sport, films and almost every realm
of life in India
Truly the Taste of India
A Culture by Itself: A tongue-in-cheek take on every
moment of significance in India.
Quality and Variety :
Amul: Campaign Analysis

11. • Simple and Indian in Nature
• Personality of a common Indian Individual
• Largest food brand in India with annual Turnover of USD 1.068
Billion
• Largest Producer of Milk and Milk Products in the World
AMUL BRAND
PERSONALITY
• Amul Butter Advertisement: Since 1967, same 6 year old girl
• Representation of the Economic Freedom of Farmers
• Sub-Brands like Amul Gold, Taaza, Amul Butter and Amul Ice Creams
AMUL BRAND
IDENTITY
• Amul Parlours: A frachisee concept, strong retail foothold
• No Capex required: Sales at little Extra cost
• Amul Parlour: Enjoys additional margin of 2.5% & Exclusive
Promotional Offers
AMUL BRAND
RELATIONSHIPS
• Interlocking Control: Professional Managers and Farmers work
together as a team to strengthen the Co-operative
• Coordination Agency: GCMMF as a coordinator, decides product mix
at each location
AMUL BRAND
COMMUNITIES
Amul: Brand Analysis

12. AMUL BRAND STRATEGIES
 Brand Semiotic:
Message in terms of symbols, signs and image
Amul communicates through “Amul Girl”
The Punchline, jingle, the Slogan “Taste of India”
Patriotic Feeling, use of humour, typical Hinglish
Brand Semiotic:
Message in terms of symbols, signs and image
Amul communicates through “Amul Girl”
The Punchline, jingle, the Slogan “Taste of India”
Patriotic Feeling, use of humour, typical Hinglish
Amul Employer Branding:
Amul entered overseas market- Mauritius, UAE, USA, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South African countries
Total Amul parlours in India: 6000
Brand Umbrella:
Amul's bread spreads : AmulLite, Amul Butter, and Delicious Table
Margarine.
Amul's milk drinks : AmulKool, AmulKool Cafe, Kool Koko, AmulKool
Chocolate Milk, and AmulMasti Spiced Buttermilk
Amul: Brand Strategies

13. Amul's powder milk : Amulya Dairy Whitener, Sugar Tea Coffee Whitener, Sugar
Skimmed Milk Powder, and Amul Instant Full Cream Milk Powder.
Amul cheese: Gouda Cheese, Amul Cheese Spreads, and AmulEmmental Cheese.
Amul Brand's desserts: AmulBasundi, AmulLassee, GulabJamun Mix, AmulShrikhand,
and Amul Ice Creams.
Amul Corporate Branding:
Mascot: A chubby butter girl commenting jovially on latest news or current events
Amul Advertisements: Longest running advts based on theme, now viewing for
Guinness Records
First outdoor advt in 1976: Amul baby
Amul Brand Architecture
Amul and GCMMF acknowledged that development and growth
Sustained growth for the long term would depend on matching supply and demand
Effective management of the network and commercial viability would require
professional managers and technocrats
Amul: Brand Strategies

14. Consumer Advertising:
 Targeting Middle class sector of India.
 Emphasizing more on Brand rather than single product.
 Huge Expenditure on Advertising unnecessary.
 Advertising should be creative and in genuine.
Media Platforms
 Outdoor media : hoardings/billboards.
Broadcast Media : television.
Non-broadcast Media : cinema.
Print media : newspapers ,general interest magazines.
Internet : independent websites ,portals.
Amul: Advertising Strategies

15. Amul - Competitors
Products / Brands Competitors
Butter Britannia, Nestle
Cheese Britannia
Baby Food Nestle, Heinz
Dairy Whitener Segment Britannia, Nestle
Ice-Creams HUL
Chocolates & Confectionaries Cadbury, Nestle
Pizza
Pizza Hut, Dominos, Nirulas
Frozen
Curd Nestle, Mother Dairy
Ultra High Treated Milk Britannia, Nestle
Sweet Condensed Milk Nestle
Paneer Britannia
Milk Additives Cadbury, Smithkline Beecham
Flavoured Milk Britannia, Nestle

16. Agency Pitch
Situational and Competition Analysis
Not just surviving but slaughtering
competition
Threats
Biggest threat from Mother Diary. Threats
from multinational and regional players
Failures
Pizza and chocolate not successful. Chubby
amul girl replaced by health foods

17. Problems
• No continuity in previous TV campaigns other than topicals.
• Total ad spend is even less than 1 % of net revenue when it is around 14%
for Unilever, 8% for Nestle & Britannia and for Cadbury it is about 10%
Agency Pitch
Then what could be done ?
Persuasion Matrix
This helps to see how each controllable element of their ad Interact with the
consumer's response process
Promotional Planning
Comprehension/Receiver - Television Audience
Attention/Source - Bittu
Presentation/Channel - TV Commercial
Yielding/Message - The Different Ads
Dominates Social Networking Sites
Twitter
Viral Video
Low Cost/ Concept Important

18. Future Promotional Strategy
Choice of Media
Traditionally used OOH media no longer justified. TV most
powerful media for advertising
Case Study: ZooZoos
Used by vodafone. No celebrity required, low cost costumes.
Zoozoos- slim women covered in white fabric. Only cost Rs.3
Crores for thirty advertisements
What’s in for Amul ?
Introduce a character something like Bittu to augment umbrella
advertisement Amul undertakes. Cost effective and high
visibility due to TV, social media.

19. Thank you…