AMUL Girl: Staying Relevant in the Digital Age |
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Amul had been using the moppet in its advertisement campaigns since 1966 to instill an element of humor in its print advertisements. This resulted in a better customer connect for the company and in turn increased the brand value of Amul. The main elements of the Amul advertisements were the picture, the main text, and the slogan. The picture caught the attention of the masses, and helped ignite curiosity. ... |
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| In 1976, Amul launched its advertising campaign on television with a Hindi movie, “Manthan” (churning) directed by Bollywood Movie Director, Shyam Benegal, and produced through Crowdfunding by 500,000 dairy farmers who paid Rs 2 each to contribute Rs 1 million. The movie detailed the White Revolution started by Amul and showed how it had eradicated milk deficiency in India. However, in the 1980s and the early 1990s, radio was the most convenient medium to advertise products and Amul used radio too to advertise its brand... |
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| In January 2014, Amul launched the ‘Har Ghar Amul Ghar’ (every house is an Amul house) campaign to reach out to a new generation of consumers through Facebook, Twitter, and YouTube. Amul released a line of films that were only advertised on Youtube as it was easier to tell stories in a longer duration than within the time limits set by television. Those advertisements were emotional stories centered on typical families with funny twists. Commenting on the launch, R S Sodhi (Sodhi), Managing Director at Amul, said in 2014, “Our digital marketing activities and social media visibility initiatives are helping us to connect with youngsters and emerging generation of new consumers”. ..
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| Analysts opined that despite being popular, the challenge before Amul Girl was to stay relevant to the millennial generation. As Chandramouli said, “Youngsters today ask for Go cheese, Amul is nowhere on their minds. Amul would need to rethink its strategies to get back on the platter of young Indians.” ..
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| In 2019, Amul associated with the Afghanistan cricket team as its principal sponsor for the ICC Cricket World Cup 2019...
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| Exhibit I: World’s 12 Largest Dairy Companies and their Market Share, as on 2018
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