A report on advertising strategy

on
“AMUL” ad

Submitted by:

Aprajita Sharma 09609140

Jyoti Arora 09609017

Deepak Sharma 09609049

Shokhi Garg 09609073

SCREEN SHOTS OF VIDEO

EXPLANATION FOR VIDEO AD

 • This ad is more inclined towards emotions than rational .
APPEAL • It is trying to show how India has taken lead in milk production.
• In emotions , cultural aspects is being targeted here.
• To encourage the consumption of Amul milk in India.
MARKETING
• To increase brand value.
OBJECTIVE
• To get absorbed by every state and village
• To make everybody understand purity of Amul.
ADVERTISING
• To let others know how India is growing at fast pace after being one
OBJECTIVE
of largest milk producer.
• Enhance the image of Amul Brand.
COMMUNICATION
• Creating its value for everyone for both farmers as well as customers .
OBJECTIVE
• Inducement of white revolution
• Patriotism is being targeted here.
• This ad is for all those people who has proud of being Indian.
• Since youth is more in percentage, they have been targeted specially.
TARGET AUDIENCE
• Milk is something which should be consumed by every body. There is
no demographic , psychographic barrier. Most people come into
target audience.
GEOGRAPHICAL • Amul has covered rural as well as urban state with its milk and other

AREA milk product.

• Television Advertisements
• Radio Jingles
MEDIA USED BY • Banners and Hoardings
• Print Advertisements (Newspapers)
AMUL • Print Advertisements(Magazines)
• World Cup Promotional Activity
• Payment to brand ambassador

STORY BEHIND AD AND SCREENSHOTS :

This is the story of Amul. A folk song plays to clips from the movie Manthan that talks about the

economic hardships rural women in India faced after independence, a new co-operative called amul

(anand milk union ltd) was formed to help them. Today, Amul has grown to become Asia's biggest dairy
company, which is still owned by these farmers.

"mare ghar jhanjar laxmi ke baje"(in my house, the bells of wealth ring) was a line that was added

replacing the original line, as a symbol of the success of AMUL.

PIC I PIC II PIC III PIC IV

“Doodh ki nadiya
bhave” (ther is milk’s This is scene of a Here is villager with Famers now having
flood) movie called buffalo. conveyance to make
This pic showing that “manathan” India is one of the easily available milk
milk is now available It is showing a country with large at plant with more
as water . improved image of number of buffalos . efficiency .
women . India now using its
unused resource to
more extent.
PIC V PIC VI PIC VII PIC VIII

Here are the women Milk is being used for This is amul plant “aa gayi khushiyo ki
that bringing milk to making other which has caused to fuar” this showing
their home. products even at bring changes in this is time for
There is happiness home . development celebration.
among them after This is showing usage No more despair
having amul milk of milk. among villagers .
PIC IX PIC X PIC XI PIC XII

Milk’s container are This pic showing that This pic is showing “doodh ka sagar
placed on the amul is accepted by amul’s purity. beheta jaye, kangan
occasion of festival. urban people also. It is displaying that sone ke khankaye”
Milk is used in amul milk is tested This also showing
celebrating festivals with positive result cultivation in milk
too. industry because of
amul.
PIC XIII , XIV , XV, XVI :

Last row has a message that economic independence has been given with the help of cooperative
movement called AMUL.
AMUL’S PRINT AD
 EXPLANATION FOR PRINT AD
• This print ad also more inclined towards emotional versions.
• In first ad, it is trying to capture audience on the basis feeling of being
APPEAL
champion
• In second ad , it is trying to capture audience on the basis of feeling of being
smart mother like actress “tabbu”
MARKETING • To encourage the consumption of Amul milk.
OBJECTIVE • To build strong market share.
ADVERTISING • To connect feeling of being champion with amul milk.
OBJECTIVE
• Intensifying the usage of milk among children.
• To encourage positive association between mother , child and amul
COMMUNICATION
OBJECTIVE • To influence the mother for buying this product for child.
• To give brand name “AMUL” to milk.
• School going children.
TARGET
AUDIENCE • Women having young child.
• Upper Middle class people
• Television Advertisements
• Radio Jingles
MEDIA USED BY • Banners and Hoardings
AMUL • Print Advertisements (Newspapers)
• Print Advertisements(Magazines)
• World Cup Promotional Activity
• Payment to brand ambassador