INTRODUCTION

AMUL means "priceless" in Sanskrit. The brand

name "Amul," from the Sanskrit "Amoolya," was
suggested by a quality control expert in Anand.
Amul products have been in use in millions of
homes since 1946.

Amul's philosophy had all along been to deliver

value for money to its customers. Despite being
priced economically, Amul maintained its product
quality
 AMUL’S PRODUCTS
AMUL BUTTER

AMUL KOOL

 AMUL DAHI

AMUL CHEESE
AMUL CHOCOLATES
 AMUL CHOCOLATES

 AMUL SHRIKHAND

AMUL ICE CREAM

AMUL MILK

And many more…

 ADVERTISING STRATERGY
Over the years, Amul's advertising philosophy
had been "to be simple, fresh and innovative".
The clean, emotion-based ads refrained from
using hi-tech special effects, and aimed at
maintaining the perfect balance between the
traditional and the modern.
Amul’s advertisements became popular and each
advertisement brought new fans and well, new customers.

The entire advertising strategy was crafted such that the

Amul moppet ads would showcase events and happenings
out of real life that would affect a Common man’s life.

Delightful they never till date have been controversy in any

form.

However from 1967, though these ads have picked on

controversies, politics, entertainment and a lot more still it
has a humourous effect in it.
 PR STRATEGY
Amul follows a unique business model,
which aims at providing 'value for money'
products to its consumers.

It protects the interests of the milk-

producing farmers who are its suppliers as
well as its owners.
 
 It all started in December 1946 with a group of
farmers keen to free themselves from intermediaries,
gain access to markets and thereby ensure maximum
returns for their efforts.Based in the village of
Anand, the Kaira District Milk Cooperative Union
(better known as Amul) expanded exponentially.

 Every day Amul collects 447,000 litres of milk from

2.12 million farmers (many illiterate), converts the
milk into branded, packaged products, and delivers
goods worth Rs 6 crore (Rs 60 million) to over
500,000 retail outlets across India .
 5 SALES PROMOTION STRATEGY
1. It conducts various contests.
2. It sponsors reality shows.

3. It provides free weight on its various

products.

4. It provides free pranky with its chocolates.

5. It gives
AMUL’S AD AGENCY

Current Agency:
Da Cunha Associates
 DA CUNHA ASSOCIATES
In 1969, when the city first saw the beginning of the Hare Rama

Hare Krishna movement, Sylvester dacunha, mohammad khan and

usha bandarkar, then the creative team working on the amul account

came up with a clincher -- 'hurry amul, hurry hurry'.

And it is this advertising agency, DA CUNHA ASSOCIATES, that has

been handling the account of Amul ever since, for the past 39

years.Currently headed by Rahul da Cunha, 42-year old son of

Sylvester dacunha.
According to Sylvester, the person who created
the person who created the round-eyed, chubby-
cheeked Amul moppet, lurking around in each of the
hoardings was the ad firm's Art Director, Mr Eustace
Fernandez. They decided that they needed a girl
who would worm her way into a housewife's heart.

It was everywhere on lamp kiosks, bus shelters,

hoardings, everywhere one could see. The idea had
clicked and the boring butter had acquired a new
image, a new place in everyone’s hearts. The
campaign was a success and the response
phenomenal.
Now it has Rahul da Cunha.

Manish Jhaveri- advertising consultant.

Jayant Rane is the artist.

And many more creative people

who are the creative inspirations behind
these ads. They conceive and create the
AMUL advertisements that you see today.
 BAND ADS
1. AXE DARK TEMPTATION.

2. SPRIT E AD(Amitabh Bacchan & Sachin

Tendulkar)

3. SPRITE (Junglistan)

4. PEUGEOT CAR.
THANK YOU