Utterly Butterly Delicious!

hummed a thumb sized little girl dressed in a polka-dotted frock and so was born a star a pun loving star who with her bold tongue-in-cheek topicals made way directly into the hearts of millions. The history of the Amul girl can be traced back to 1967, when the first hoarding of Amul came up in Bombay (now Mumbai) and became an instant hit, especially with housewives. The man behind the Amul girl, Sylvester da Cunha (founder of daCunha Communications) who, at that time was working with Lintas, recalls, We needed a girl who would worm her way into a housewifes heart. 40-years hence, the bubbly Amul girl has found her way directly into the Guinness Book of World Records for the longest running campaign ever.

Amuls advertising strategy has followed the concept of Umbrella Branding. Amul is the common brand name for most of its products across categories. For instance, the Amul girl has also been used to advertise Amul ghee and milk. Its ad campaign Amul doodh peeta hai India, conceptualised & created by FCB-Ulka, was drafted to proclaim its leadership position and was targeted at people across all income categories. Says Sodhi, Our corporate campaign The Taste of India caters to people belonging to all walks of life & across cultures. It is circled around a one day old child who needs milk as much as to a dead man who needs ghee.

In November 2006, Amul became the first Indian company to launch its ready-to-drink coffee Amul Kool Caf. Instead of going by the norms, Amul decided to launch this cool summer drink in winters. Explains Sodhi, Main idea was to break away from the clutter as in summers a whole lot of players come out with their drinks. By launching the drink in winters, we got enough time to establish an efficient supply chain. And it paid off since our sales in winters were equal to the summer sales. Amul also launched Amul Kool Koko in August 2007 to further stranglehold its position in the Indian beverages market. Amul is an excellent example of a company making the optimal utilisation of media to promote its products. With advertising and marketing expenditures amounting to less than one percent of its total revenues, Amul stands out for its quality and variety. It is indeed, The Taste of india