They are bloody consistent. The fact that I absolutely adore about AMUL.
We all know about their age old topical advertising. They do a great job in selecting a current hot affair and make an ad about it. There were even controversies when AMUL commented on national political events such as 'Emergency in India' in 1976.
Click here to see some of their fine ads that TSO - The Significant Other has compiled on their FaceBook page.
Even the media strategy of AMUL was clear, crisp and consistent. Almost all of their print advertisements come in the top corner of the third page in the main newspaper. Earlier it was Times Of India where this media innovation was to be seen, now we can even see it in Hindustan Times.
If you refer to image below, this is exactly the spot in the 3rd page of Hindustan Times where you can expect an advertisement from AMUL.
AMUL has just been ranked as the No. 1 Indian brand by Campaign magazine in its list of Top 1000 Brands of Asia for three consecutive year. AMUL is one brand which truly deserves this accolade. Although advertising plays a critical role in getting this coveted rank, the product management also has to be hailed and saluted. What would advertising do, if the product does not perform as per the expectation and perception that advertisements create.
There is so much to learn for Mumbaikars and Townies like us from AMUL started 65 years back in a small town in the state of Gujarat called Anand.
A Big Salute.
We all know about their age old topical advertising. They do a great job in selecting a current hot affair and make an ad about it. There were even controversies when AMUL commented on national political events such as 'Emergency in India' in 1976.
 |
| AMUL Ad during the Emergency |
The cute utterly butterly 'Amul girl' is an icon of the middle class India right from 1967. Woah! Do we have any other mascot that old?
 |
| When Aamir Khan's Ghazini was released |
The Amul girl is a hand-drawn cartoon of a young, chubby Indian girl dressed in a polka dotted frock with blue hair and a half pony tied up.
The brief was to draw a mascot which is easy to paint in walls and outdoors. Those days didn't have those huge printing machines to print huge outdoor vinyls. The idea was conceived by an agency called ASP (Advertising, Sales and Promotion) headed by Sylvester Da Cunha and his Art Director Eustace Fernandez
Even the media strategy of AMUL was clear, crisp and consistent. Almost all of their print advertisements come in the top corner of the third page in the main newspaper. Earlier it was Times Of India where this media innovation was to be seen, now we can even see it in Hindustan Times.
In communications terminology, we call it a strategy to create expectations of readers to find a particular kind of content in a particular place. Like we always open the supplement of Hindustan Times, Brunch from the last page expecting the fixed format short & interesting interview of a celebrity.
 |
| Media Innovation - Amul |
There is so much to learn for Mumbaikars and Townies like us from AMUL started 65 years back in a small town in the state of Gujarat called Anand.
A Big Salute.
No comments:
Post a Comment
Your comments will only make this blog richer in wisdom. Do drop a line even if it is just to say 'Good Post' :D