Abstract

Amul, the mother brand of India’s largest food products organization, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), redefined the way food products were advertised to the people. This caselet highlights the clever use of topical advertising by GCMMF using humor, to generate higher brand recall. The caselet brings out the utility of hoardings as an effective marketing communications tool for marketers. Finally, this caselet discusses the rationale behind GCMMF’s strategy to introduce the ‘Amul Cheese Boy’ as a brand mascot for its Amul cheese brand, despite the popularity of the ‘Amul Butter Girl’.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Role of topical advertising
• Hoardings as a marketing communications tool
• and Influence of brand mascots on brand image.

Keywords

Amul, Gujarat Milk Marketing Federation (GCMMF), Hoardings, Topical Advertisement, below the line, Amul Girl, Food products, Cheese, Brand Mascot, Butter, daCunha Communications Pvt. Ltd