Advertisements - Brands to have stayed connected in India
Amul is the name of a dairy cooperative in India. Formed in 1946, it is a brand name managed by an Indian cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat, India.
Amul is based in Anand, Gujarat and has been a successful example of cooperative organization. Amul spurred the White Revolution in India which in turn made India the largest producer of milk and milk products in the world. Amul is the largest food brand in India and world's largest pouched milk brand. It is also the world's largest vegetarian cheese brand. Dr Verghese Kurien, former chairman of the GCMMF, was the pioneer of this White Revolution and a key person behind the success of Amul.
The success of the dairy co-operative movement spread rapidly in Gujarat. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producer's Union Ltd. which had established the brand name Amul in 1955 decided to hand over the brand name to GCMMF. Impressed with the development of dairy cooperatives in Kaira District and its success, Lal Bahadur Shastri, the then Prime Minister of India, in 1964 asked Dr. Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India.
Amul has been famous for its Ad campaigns which were designed as a series of hoardings with topical ads, relating to day-to-day issues. The campaign which started in 1970's was widely popular and earned a Guinness world record for the longest running ad campaign in the world. It was also popular for not using the celebrities in advertisement campaigns. A Day in the Life of India showcases the compilation of Amul's ads till date.
Amul products' mascot has been the very recognisable Amul baby (a chubby butter girl usually dressed in dotted dress) showing up on hoardings and product wrappers with the equally recognisable tag line Utterly Butterly Delicious Amul. The mascot was first used for Amul Butter. But in recent years in a second wave of ad campaign for Amul products, she has also been used for other products too.
Apart from this long running Ad campaign, Amul's TVC have been creative. The focus of these ads has always been to showcase the brand as one which inspires the masses and help create a stong recall. The Taste Of India as a tagline did wonders for Amul.
Amul has a wide variety of products to offer and hence the range of ad campaigns launched individually to promote each one of them. The most recognized among them is of Amul Butter with the famous tag line Utterly Butterly Delicious.
Amul tried to change the way how milk products were perceived by the youngsters in the country with its bubbly campaigns. Amul Milk along with Amul Kool helped increased the sales of milk for Amul in the country.
Amul Cheese's campaigns followed on similar lines and was a success too.
Amul launched a few more commercial ads under The Taste of India tag line to showcase the wide range of products on offer and how the brand has connected with the hearts of a billion people in this country.
The establishment of Amul is also known as White Revolution. The White Revolution of India inspired the notable Indian film-maker Shyam Benegal to base his film Manthan (1976) on it. The film itself was financed by over 5 lakh rural farmers in Gujarat who contributed Re 1 each to the film's budget. Upon its release, these same farmers went in truckloads to watch 'their' film, making it a commercial success and being chosen for the 1977 National Film Award for Best Feature Film in Hindi.
The popular song Mero gaam Katha parey... the title song of this national award winning film Manthan, told the story of Amul model of co-operatives.
Now, 35 years later, the Gujarat Co-operative Milk Marketing Federation (GCMMF) that markets brand Amul, has recreated the magic of Manthan with a new music video which shows Bharat catching up with India. The Manthan music video has an unique emotional appeal. The lines like khush rahe tera beta beti in the new music video shows how it is because of the efforts of a rural milk producer that nutritional requirements of a child to a urban mother is taken care off.
In all these years Amul has emerged as a leading Indian brand and was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report, 2011. This is one of the very few brands to have had a huge impact on the society as a whole.
Amul is the name of a dairy cooperative in India. Formed in 1946, it is a brand name managed by an Indian cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat, India.
Amul is based in Anand, Gujarat and has been a successful example of cooperative organization. Amul spurred the White Revolution in India which in turn made India the largest producer of milk and milk products in the world. Amul is the largest food brand in India and world's largest pouched milk brand. It is also the world's largest vegetarian cheese brand. Dr Verghese Kurien, former chairman of the GCMMF, was the pioneer of this White Revolution and a key person behind the success of Amul.
The success of the dairy co-operative movement spread rapidly in Gujarat. In order to combine forces and expand the market while saving on advertising and avoid a situation where milk cooperatives would compete against each other it was decided to set up an apex marketing body of dairy cooperative unions in Gujarat. Thus, in 1973, the Gujarat Co-operative Milk Marketing Federation was established. The Kaira District Co-operative Milk Producer's Union Ltd. which had established the brand name Amul in 1955 decided to hand over the brand name to GCMMF. Impressed with the development of dairy cooperatives in Kaira District and its success, Lal Bahadur Shastri, the then Prime Minister of India, in 1964 asked Dr. Kurien to replicate the Anand type dairy cooperatives all over India. Thus, the National Dairy Developed Board was formed and Operation Flood Programme was launched for replication of the Amul Model all over India.
Amul has been famous for its Ad campaigns which were designed as a series of hoardings with topical ads, relating to day-to-day issues. The campaign which started in 1970's was widely popular and earned a Guinness world record for the longest running ad campaign in the world. It was also popular for not using the celebrities in advertisement campaigns. A Day in the Life of India showcases the compilation of Amul's ads till date.
Amul products' mascot has been the very recognisable Amul baby (a chubby butter girl usually dressed in dotted dress) showing up on hoardings and product wrappers with the equally recognisable tag line Utterly Butterly Delicious Amul. The mascot was first used for Amul Butter. But in recent years in a second wave of ad campaign for Amul products, she has also been used for other products too.
Apart from this long running Ad campaign, Amul's TVC have been creative. The focus of these ads has always been to showcase the brand as one which inspires the masses and help create a stong recall. The Taste Of India as a tagline did wonders for Amul.
Amul has a wide variety of products to offer and hence the range of ad campaigns launched individually to promote each one of them. The most recognized among them is of Amul Butter with the famous tag line Utterly Butterly Delicious.
Amul tried to change the way how milk products were perceived by the youngsters in the country with its bubbly campaigns. Amul Milk along with Amul Kool helped increased the sales of milk for Amul in the country.
Amul Cheese's campaigns followed on similar lines and was a success too.
Amul launched a few more commercial ads under The Taste of India tag line to showcase the wide range of products on offer and how the brand has connected with the hearts of a billion people in this country.
The establishment of Amul is also known as White Revolution. The White Revolution of India inspired the notable Indian film-maker Shyam Benegal to base his film Manthan (1976) on it. The film itself was financed by over 5 lakh rural farmers in Gujarat who contributed Re 1 each to the film's budget. Upon its release, these same farmers went in truckloads to watch 'their' film, making it a commercial success and being chosen for the 1977 National Film Award for Best Feature Film in Hindi.
The popular song Mero gaam Katha parey... the title song of this national award winning film Manthan, told the story of Amul model of co-operatives.
Now, 35 years later, the Gujarat Co-operative Milk Marketing Federation (GCMMF) that markets brand Amul, has recreated the magic of Manthan with a new music video which shows Bharat catching up with India. The Manthan music video has an unique emotional appeal. The lines like khush rahe tera beta beti in the new music video shows how it is because of the efforts of a rural milk producer that nutritional requirements of a child to a urban mother is taken care off.
In all these years Amul has emerged as a leading Indian brand and was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report, 2011. This is one of the very few brands to have had a huge impact on the society as a whole.
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