Who cannot forget taking a big piece of Amul Makhan with the yummy aloo ka parantha of mom’s hands? And who can stop adoring the cuteness of Amul Girl? And who can stop praising uniqueness of Amul Advertisements?
But from where it all started?
Taken from Sanskrit word, ‘Amulya’, Gujarat Co-operative Milk Marketing Federation Limited’s (GCMMF), Amul was formed in 1950 and got into action in 1957 but its advertisements started only in 1966. The father of India’s White Revolution, Dr. Verghese Kurein gave the duty of the brand’s advertisement campaign to ASP; Then, DaCunha ad agency took the responsibility to create an advertisement for Amul and from there the exceptionally adorable mascot inceptioned and emerged.
Making of the mesmerizing mascot and lovely tagline
“Polka dotted frock, chubby cheeks, long eyelashes, blue hair, half pony and no nose—tell me, who am I?”
Yes, you guessed it right, its India’s adorable advertisement mascot, Amul Girl.
Dr Verghese Kurien, suggested a humorous little girl as a talisman with two requests from the agency- the ease to draw and outstanding. Then, the clever player of words was created by Eustace Fernandez, the art director of DaCunha Agency. And also then, Amul’s tagline i.e., “Utterly, Butterly, Delicious” was first suggested by the wife of the managing director, Nisha DaCunha.
The Amul girl is often said to be the best advertisement strategy, because of the mischievous girls’ humour.
Some Appraisable Stats:
Amul is the largest retail company in food sector of India. It has consistently shown a remarkable growth in its turnovers and growth of its business.
The industry showed a giant leaps over past many decades. Recently, for fiscal year, 2016-17, the dairy has increased its turnover to 27100 crore. RS Sodhi declared himself that there was no adverse impact on its business due to demonetization. GCMMF, presently, has been achieving a compound annual growth rate (CAGR) of more than 20% for the past seven years. It’s due to “higher milk procurement, continuous expansion in terms of adding new markets, launching of new products and adding new milk processing capacities across Nation.”
But it is also due the pioneering and accurate strategies used for the advertisement of the industry’s products. The brand is focused upon captivating the attention of younger demographic of the nation.
Basic Important Strategy of Amul:
Print media has remained the body and Amul Girl its heart, to reach every possible part, for Amul. Newspapers like Dainik Jagran, which have widespread allocation helps in escalating products consumers. The tactical, satirical and humorous comment of Amul Girl has left behind a legendary position in advertisement industry.
Few right actions in history and present which led to Amul mascot’s success are:
Though, Amul’s newsworthy ads became popular, they also pointed a dare for DaCunha as they need to be released swiftly or else they would drop their impact. Verghese Kurien, realised that the whole process of approving and releasing an ad takes lot of time, thus he gave DaCunha Communications the liberty to run the campaign without waiting to take consent from the firm. This mammoth ingenious freedom is still maintained and has been the primary cause why the Amul girl is always on time with her take on the world.
Rahul DaCunha took over the trust based business and grants in 1990s and under him the ad campaign progressively observed on contemporary news in sports, politics or film industry. Though most of their satirical comments has been received much gently by famous personalities and organizations, seldom few ads has jumped into with to dishevel.
Here also, it has been the attitude, unity and positivity with which the company and agency has worked. No matter what sort of cases has been drawn upon them, agency and Amul worked fearlessly.
Rahul DaCuhna, Manish Jhaveri, copywriter, Jyant Rane, the illustrator and the Amul Girl ads has remained together inexorably from past 30 years. The trademark features of the Amul girl have remained same.
It’s not like the other things were not strategized upon.
Other Strategies used by Amul:
- RS Sodhi told himself that, the Amul’s target audience, “starts from consumers aged five to people in their 70s.” They provide products to “all income groups. A taxi driver in Mumbai is as much a target for Amul as anybody from the upper class of society.”
- Though Print remains eternal, television as well, is used to reach the audience, especially of northern and western states. Language constraints are fought through vernacular dailies.
- Supplying the local tastes through local version of national dailies.
Precisely wrapping up, it’s the trust and fearlessness, the unique ideas and risks, and the unity of the team, which has made Amul set their mark in Indian advertisement industry.