“Education is a fundamental human right for all children and

youth. It creates the voice through which other rights can

be claimed and protected.”

 The COVID-19 has resulted in schools shut all across the

world. Globally, over 1.2 billion children are out of the
classroom.

 As a result, education has changed dramatically, with the

distinctive rise of e-learning, whereby teaching is undertaken
remotely and on digital platforms.

 Research suggests that online learning has been shown to

increase retention of information, and take less time,
meaning the changes coronavirus have caused might be
here to stay.
With this sudden shift away from the classroom in many parts of the globe,
some are wondering whether the adoption of online learning will continue to
persist post-pandemic, and how such a shift would impact the worldwide
education market.

No one would have guessed that a virus-like Covid-19 would come

and without differentiating, it will alter the lifestyle of people. Due
to Covid-19, many changes came to our world and It took some time
for everyone to adopt the new normal. The Covid-19 impact was
everywhere, which resulted in the closure of Schools and other
educational institutions.
Initially, most governments have decided to temporarily close the
schools to reduce the impact of Covid-19. Later it was reopened for
a few grades, which increased the number of infection rates and
then closed again.
Though schools are closed, students are attending their classes
through various education initiatives like online classrooms, radio
programs. Though it is a good thing happening on the other side,
there are lots of students who didn’t own the resources to attend the
online classes suffer a lot. Many students are struggling to obtain
the gadgets required for online classes.
Teachers who are all experts in Blackboard, Chalk, books, and
classroom teaching are really new to this digital teaching, but they
are adopting the new methods and handling it like a pro to aid the
students in the current position.
But on the negative side, many teachers are looking for an
alternative job to support their families.
Educated parents are supporting their children throughout the
pandemic, but we require to understand that there are some
illiterate parents and their feeling of helplessness to help their
children in their education.
There are students in India who came to school just because they
can get food. The great midday meal scheme has helped many
children who couldn’t bring their food from the home to get their
nutrition.
Because of the closure of the schools, many students were suffering
from not having enough food for their survival.
There is always a delay or cancellation of exams, which leads to
confusion for many students and there is no room for curriculum.
Most of the school-going children are involved in child labour to
support their families.
There is a lot of chance that the education of female children and
transgender children will affect, as their parents may see, the
financial and opportunity costs of doing so.
This pandemic has not only affected the students but also the Low-
budget institutions and schools, resulting in close-down the same.
There are both positive and negative matters happening around us
amid the Covid-19.
Technology paves the way for education, thus helping the students
and teachers to connect virtually through online classrooms,
webinars, digital exams, and so on.
But the sad truth is that it is not available to many students all over
the nation.
Everything is happening for the well-being of the students so that
they can stay safe at home without getting affected by the life-
threatening virus.
We are not ready for this, but it came, so we have to go through this
together, but we have to update the infrastructure and should think
of ways to undertake the situation and providing education to every
child amid the pandemic if we face something precisely like this in
the future to aid the forthcoming generation.
Amul’s Digital Marketing Strategy
In this increasingly digitized world, every brand needs to revamp its marketing
strategy. Amul too has cut down its expenditure on TV Ads and has started focusing
more on the online form of advertising just like its competitors.
But before that let’s have a look at its social media presence from the below table.
 
Social Media Overview

Facebook Instagram Twitter

2,047,421followers on 3,61,000 Followers on 3,35,000 Followers on

Facebook Instagram Twitter

  Amul on Facebook & Instagram

In the present day, The shift from offline to online marketing was fairly an easy task
for Amul. They were already creating content for banners and newspapers
previously and now they just follow the same style for their creatives on Facebook &
Instagram as well.
Their most popular creatives on Facebook and Instagram revolve around the Amul
Butter Girl the buzz-worthy happenings all around the world.
Let’s now take a look at some of Amul’s digital marketing campaigns which were a
hit on Facebook as well as Instagram.
“Eat Milk with Every Meal”
In 2013, Amul hired a digital marketing agency called Draftfcb Ulka to come up with
a campaign for the digital space as well as print.
The objective of this campaign was to educate Indian buyers about the goodness of
milk and its by-products.
In older times milk was considered the world’s favourite energy drink but in the
present era of junk food, the importance of milk has been undermined.
So, in this campaign, Amul focused on repositioning Milk and its entire range of dairy
products to seem trendy and tempting to all.
Moreover, Amul created graphics to enlighten its consumers about the various
scenarios in which they could consume Amul products (along with the numerous
benefits of those products).
National Milk Day Campaign
On 26th November 2019, Amul celebrated National Milk Day by launching a new
campaign by using hashtags like,
#CelebratingDrKurien #BikeRally #VaranasitoAnand and # 26 November.
The objective of this campaign was to connect with the youth and inspire them to be
purpose-driven and motivated in their lives.
During the campaign, Amul organized a bike rally in which 50 bikers travelled from
Varanasi to Anand (2500 Kms) to meet dairy farmers, dairy professionals and to
learn about Dr Kurien and his works.

Amul also launched a small 70 seconds film on Dr Kurien on Facebook, Instagram &
YouTube. It also went Live on all the above-mentioned platforms to record the 12-
day journey.
  Amul on Twitter

On Twitter, Amul has a massive fan base of over 335K followers given that Twitter is
a very different platform when compared to other social media platforms.
On various occasions, Amul posts fun graphics featuring the Amul Butter Girl. Many
people connect with those graphics and retweet them to show how they feel about
the latest happenings in the world.
Twitter is a great platform for a brand to engage with its customers. Taking
advantage of this, Amul tries to conduct interactive activities like contests and
giveaways.

A lot of people also use Twitter to express their grievances for a service or a product.
Amul makes sure that it replies to tweets of customers complaining about its
products.
Unlike many brands that ignore or delete the negative posts of their customers, Amul
takes the opinions of its customers very seriously and makes an effort to resolve
their customers’ problems on Twitter even in the presence of thousands of people.
  Amul on Youtube
 

Amul is also present on Youtube and it enjoys about 4,03,000 subscribers on its
official youtube channel called, Amul The Taste of India. However, On Youtube, it
puts out advertisements that are previously aired on television.
Although, during the Covid-19 pandemic when the country was in lockdown, Amul
started a new campaign called Simple Home Made Recipes that was also promoted
as “#SimpleHomeMadeRecipes”.
More about this campaign will be covered in the next section of the case study. So
this is how Amul’s digital marketing strategy has played out.
 
Amul’s Digital Marketing Strategies during COVID-19
 
Despite lockdown and Amul also being an FMCG brand, sales have increased due
to excess consumption of households during the lockdowns and its presence on E-
commerce sites like Gofers, Big Basket, Paytm mall, etc. However, it has also
doubled its spending on its marketing efforts.

During the lockdown, everyone avoided stepping out of their homes and even if they
did, nobody wanted to travel too far for their food supplies and put their safety at
stake. So Amul went one step ahead and created an App to help its customers
locate Amul products near them.
Let’s now have a look at the Marketing campaigns launched by Amul during the
lockdown
 Amul Classics
So we all know that Door darshan had started airing Ramayana and Mahabharat
again after a span of a long time. So, Amul received a lot of requests from customers
to start airing their old 90s retro ads again.
That’s when Amul took its customers on a nostalgic trip by airing its old com online
as well as on TV.
*Hums Amul Doodh Peeta Hai India in my head *

So, Amul is making a lot of effort to increase its visibility for the Indian public which is
sitting home and consuming content on Social Media platforms.
  Simple Homemade Recipes
During the start of the lockdown, Amul came up with a campaign called
#SimpleHomeMadeRecipes.
They invited chefs from all parts of India and all types of eateries like Bakeries,
Hotels, Catering establishments, etc, and asked them to showcase their cooking
skills to their Facebook audiences.

In each episode of this cooking show, chefs shared a new recipe in which they used
Amul products. Around 750 million people viewed these episodes, and Amul even
shared pictures of dishes prepared by their audience. It has released more than 700
episodes on its YouTube channel and continues to upload it regularly.

This move was successful and it received a lot of responses from the audience. With
this, our case study comes to an end. Let’s now see what the conclusion of the case
study has to say.