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Advertising:

Advertising is a non-personal form of promotion that is delivered through selected media


outlets that, under most circumstances, require the marketer to pay for message
placement. Advertising has long been viewed as a method of mass promotion in that a
single message can reach a large number of people.

Advertising critique on Amul

AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit
"Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning
"priceless", are found in several Indian languages. Amul products have been in use in
millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray,
Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul
Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 67.11
billion in 2008-09). Today Amul is a symbol of many things like high-quality products
sold at reasonable prices.

DOODH DOODH CAMPAIGN


A survey among 1, 00,000 households in 1995 showed that there was a decrease in the
direct consumption of milk because of the following reasons:
• Milk took a backseat when compared to soft drinks when it came to teenagers.
• Adults believed that milk was essential for growing children but not for them.

Thus the mission of the ad agency was to make aware the consumers about the benefits of
milk for youngsters as well as elderly people. Their mission was to create
a communication plan that milk was not a “boring conservative drink” but a “youthful,
exciting and nutritional, exciting energy drink”.

MESSAGE
The writers hit upon the idea of using Hindi word for Milk i.e. “doodh doodh” in the
form of a musical note. This musical note was in the form of “sa-re-ga-ma” which was
remembered by the consumers a lot and was also top of mind when they were asked to
comment on milk.

TARGET
Not only kids and youngsters but also elderly and old people whereby it targeted all age
groups giving the benefits of milk as well.

MEDIA
Television was chosen as the primary media because of its popularity and the fact that an
audio visual medium lends itself to demonstration of ‘high energy’, ‘fun’ and
‘youthfulness’
The print medium was also used as reinforcement message deliver backing the TV
commercials.
The first round had concentrated on channels such as DD1, DD2 and the star plus. For
every spot that they bought, there were four spots given as a bonus to be aired on the
same programme. This made the commercial highly visible in terms of frequency as well
as the reach.

EFFECTIVENESS
Any effort to bring about an attitudinal change takes time. A measure of effectiveness of
the communication was that the TV commercial was voted by viewers of India’s one of
the best commercials. The communication has definitely made the youngsters make sing
the song ‘doodh doodh’, in addition to the cola songs. Qualitative research showed that
there was a tremendous popularity of the commercial across all the age categories. Kids
in the age group of 10-12 were not very resistant in their attitudes towards drinking milk.
Mothers took advantage of the commercial among the children to make them consume
milk. There was a rapid increase in consumption of milk across all age groups. The
consumption of milk in 1995 was 198 gm/per day which has gone up to 250 gm/per day
in 1998.
ASIAN SCHOOL OF BUSINESS MANAGEMENT

Post Graduate Programme in Retail Management

ASSIGNMENT (MID TERM)


SESSION-(2009-2011)

Submitted to: - Prof. Jaya Gopalkrishnan

Presented by:-
Vinay kumar PGPRM/09-11/35
Group-3

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