A BRIEF HISTORY

 Formed in1946 ,is dairy co-operative movement in India.

 A brand name managed by Gujarat Co-operative Milk Marketing

Federation(GCMMF)

 Jointly owned by 2.6 million milk producer in Gujarat.

 Spurred the white revolution of India, which has made India the largest producer of
milk and milk product in the world.

 Overseas market Mauritius, UAE, USA, Bangladesh, Australia.

 Dr. Varghese Kurien former chairman of GCMMF is the man behind the success of
Amul.
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 The Tagline / Slogan: “The taste of India”

 The Jingle: Utterly, butterly, delicious…..Amul

 Brand Name: “Amul” is the acronym of

Anand Milk Union Limited.

 The Character / Mascot:

The Amul moppet has been the mascot of Amul since 1967, sporting a young
girl in red polka dot frock with 'utterly butterly delicious’ jingle.
ADVERTISIN
GIn 1966, Amul hired Sylvester daCunha, then managing director of

the advertising agency AS to design an ad campaign for Amul Butter.

 DaCunha designed an ad campaign as series of hoardings with

topical ads, relating to day-to-day issues.

 The campaign was popular and 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; the latter rejected the trend
of using celebrities in advertisement campaigns.
AMUL – INTEGRATED MARKETING
COMMUNICATION
Communication Strategies: Amul mainly uses indirect action advertising
to create a long term relationship with the consumer & never adopted
aggressive selling practices.

Mainly two type of communication strategy was adopted by

Amul.

 Consumer Advertising

 Institutional Advertising
CONTD..
Media Platform: Amul has used following medial platform for creating a high brand
equity.

 Broadcast Media: Television

 Non Broadcast Media: Cinema-
amul.tv.com

 Print Media: Newspapers, General interest Magazines

 Internet or Social Media: Independent websites, Portals, CSR activities.
 Outdoor Media: Hoarding / Billboards
SOME CREATIVE ADS OF AMUL
AND SO SRIDEVI RETURNS IN
ENGLISH VINGLISH...
UTTERLY BARFILY
DELICIOUS AMUL
PROMOTIONS

 Amul Maharani contest: In this contest questions about Amul

are asked..
AMUL sponsored the Singing Competition AMUL Star Voice
of India, Music ka maha mukabla
MASTERCHEF INDIA
OTHER PROMOTIONAL STRATEGIES

 Amul FOOD Maha Challenge.

 Amul STAR Voice of India.

 Amul Master Chef India.

 Amulya Surabhi.

 Amul Maharani Bano Contest.

 Amul CHOTE Ustaad.

 Amul Music Ka Maha

Muqabala.
CONTD..

 Cafe Amul is a Casual

DiningRestaurant in a
pleasant ambience which
offers scrumptious delicacies
in pizzas, burgers ,
sandwiches, sundaes etc.