The journey of Amul was embarked by Tribhuvandas Patel under the guidance of Sardar Vallabhbhai

Patel. As a result, Kaira District Milk Union Limited was born in 1946 (later renamed to Amul).

Since the very early Stages, Amul has been conducting advertising campaigns with a very
unique and different approach which makes them stand out from the hoard of competitive
market.

the latter never really endorsed using celebrities in advertisement campaigns but it rejected the
trend of using celebrities in advertisement campaigns.

Amul has been successful in their marketing campaigns from the beginning. I’d like to share one
small tale of how successful their campaigns can be:

In 1966, Amul hired Sylvester Dacunha, the managing director of the advertising agency as to
design an ad campaign for Amul Butter. It was so popular that it earned a Guinness World
Record for the longest running ad campaign in the world. In the 1980s, cartoon artist Kumar
Morey and script writer Bharat Dabholkar had been involved with sketching the Amul ads;

With an annual turnover in excess of US$1.7 billion,

The daily milk collection from Amul’s producer members stands in excess of 9 million liters.