CIA III

THOUGHT AND WRITING

UNDERSTANDING THE AMUL

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2023648 Ananya chandwani

2023683 Vani rana
2023611 Mohd Fardeen bandukiya
2023615 Jitvan makkar
2023612 Chirag ghorawat
2023681 Tanisha makhija
 title- Amul - Unique and
Quintessentially Indian

For five decades now, Amul’s blue-

haired girl in a polka-dotted frock
has remained relevant by
commenting on the most current
issues and significant events with
witty humour and timely
punchlines.
Amul's 30 years of most cultural and family centric ads.

Amul has emerged as the No.1 dairy brand in India, having an annual
sales turnover of Rs 18,150 crore. Its strategy of growth is driven by
expansion, innovation and correct positioning. Of late, the brand has
been targeting the younger demographic of the country. What is also
noteworthy is how the brand has been reaching out to people in the
remotest parts of the country and connecting with them through
various media.

Amul started the business with milk as its starting product which is
still their most demanding product. But with changing time and
changing demand, Amul added more items to its product list.
Currently Amul manufactures milk, milk powder, sweets, ghee,
butter, cheese and many other widely used dairy items.
Old doordarshan Add
 visuals
This ad is one of the most loved 90's ads.
It contains many elements such as family bonding,
friendship culture, festivities etc.
amul tries to showcase that its part of all celebrations
be it festivals or celebrations.
They try and show the diversities of the country in
order to be in hearts of all.
You can see people celebrating Holi, grandmother
and granddaughter love, friendship etc.
 why does it work?
Just after the white revolution took place Amul had decided to
stick to its roots, hence they made ads that showed prosperity
and pride.
They target the national feeling and also manage to be in good
books of everyone.
They try to include themselves in all spheres of life without
their customers noticing it.
They market all their products under same add hence gain so
much trust and loyalty .
2. MAA KA PYAR hai taste of india
visuals
This ad is particularly based on mothers and their
relationship with their children.
They showcase mothers scarificing and doing their
best for their children.
Use of emotional marketing can be seen in all Amul
ads.
It shows how mothers work day and night fo their
night.
 why does it work ?
Using taglines like, " Maa ke haathon ka pyar ye hi toh
amul hai" evokes feelings of viewers.
Emotional marking helps people to decide with their
hearts.
People rely more on emotions rather than
information, it helps them form impressions which
stand out in their minds.
Since mothers are a large part of their targetted
audience , this commercial is perfect in telling its story.
Weaving emotion into their marketing and advertising
is a surefire way to attract, resonate with, and
encourage their audience to act.
Amul Manthan Add
Visuals
This add film was released on the 50th anniversary of
Amul. Instead of choosing superstars as brand
ambassadors they chose to release a song that focused on
traditional and swadeshi aspect of visuality.
The ad shows that the amul truck enters a happy and
prosperous village where women sell milk and watch the
city kids drink the milk churned by them.
It marks the importance of women and embraces gender
equality and shows how every mom in the country trusts
Amul.
“The ad was about given and take, telling the villagers of the
fruit of their produce, and telling the city folks how buying
Amul milk benefits women in rural areas,”
 why does it work?
The Amul ad took India’s favourite success story and made it
personal and relatable. It brought this effort from a small
village in Gujarat and truly helped make Amul the Taste of
India.
Even in the modern times Amul has its roots laid deep down
in the culture and tradition of the nation.
In the times were we get all artificial products Amul gives us
the pleasure of originality coming right from the culture
which is the pride of our nation.
It marks the importance of women and embraces gender
equality and shows how every mom in the country trusts
Amul.
 CONCLUSION
Amul has been creating cultural and family centric ads for
more than three decades now and has succeded to be the
most trusted dairy brand in the country.
Amul Doodh Peeta hai India has completed 15 years,
whereas Amul the Taste of India has been in the market for
25 years. “Once we create, we adhere to it.”
Amul was (and still is) in the Guinness record for running the
longest-ever advertising campaign.
they spend less than 1% of their revenue on advertising and
yet manage to create an impact on its customers since they
create ads that leave an impression on the viewer forever.
They make ads that celebrate the cultures of our country
and values family relationships.