Taste of India available at Sony’s ‘Cafe Rio’

MUMBAI: It was almost 65 years ago that a revolution started from a small village in Gujarat, and since then Amul has been a part and parcel of our lives, everyday.


The company, which saw Rs 18,150 crore turnover last year, has become a part of our lives like its products. From just sarcastic hoardings on topical issues, Amul has now ventured into the television screens through its limited advertisements, but what has caught more attention is its association with various sporting events.


The year 2011 saw the Anand-based Gujarat Cooperative Milk Marketing Federation (GCMMF) sponsoring the cricket team of Netherlands in the ICC Cricket World Cup and Switzerland-headquartered Sauber F1 team at the inaugural Indian Grand Prix. It took a step further when it decided to sponsor the Indian contingent at the London 2012 Olympic Games.


And now with the football fever gripping the entire world, the ‘Taste of India’ can be seen on our screens every day before the game begins. Amul is the main sponsors of the shows – Cafe Rio and Football Extraa – on Sony Six.


“Our sponsorship of Cafe Rio and Football Extraa was a good option as it gave an opportunity to cover the entire event very comprehensively right from pre-match discussion to post-match wrap up during the breakfast show next day,” says the company’s MD RS Sodhi.


When asked why this sudden interest in sports, he says, “Milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the sportsmen. Nutritious dairy diet comprising milk, cheese, yogurt etc. is an important part in the diets of athletes around the world. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand.  This association with sports and activities around it will help us in engaging with the youth so that they can enjoy a healthy life and strive to become more competitive in their endeavours.”


It also believes that sporting events are now getting increasingly popular amongst all age groups, both men and women and hence, live sporting events provide a good opportunity for the brand. So much so, that it has become an integral part of its media plans. “We do not treat this as an additional spend,” points out Sodhi.


The cherry-picking begins well in advance since the schedule of most of the sporting events is available much in advance. So far, it has associated itself with events like F1, Olympics, IPL, EPL and now the 2014 FIFA World Cup. Many more such associations with other events is on cards.


The brand’s marketing strategy has changed as well. The girl in the polka-dot frock is inseparable from the brand’s identity, but through its recently launched digital campaign 'Har ghar Amul ghar’, because it wanted a longer format that went beyond 40 seconds followed by a humorous campaign featuring a person with a milk moustache who ‘Eats Milk with Every Meal’, it has (finally) moved on with time.


The audience plays the key role when it comes to media selection. “If a large number of our youth are on social media, we cannot ignore it. We have a very high traction on social media - be it Facebook or Twitter. Our topicals are first released on social media, then on hoardings, TV and print. The topicals are published in 35 newspapers every Wednesday with a print run of over 35 million copies,” informs Sodhi.


At the recently concluded World Dairy Innovation Awards 2014 during the eight Global Dairy Congress, Amul bagged the ‘Best Marketing Campaign’ award for the ‘Eat Milk with Every Meal’ campaign. The full-page format across leading dailies like the Times of India, Hindustan Times, The Hindu, The Telegraph, Deccan Chronicle etc. highlighted the importance of milk and dairy products in every one's diet. “We are happy that our efforts have got recognised at the global level,” says Sodhi humbly.


FY14 was extremely good for Amul and with its expansion plans the brand is optimistic about 2015 as well. “Amul has been growing at a CAGR of 22 per cent since last five years. Our last year's growth was 32 per cent. And we plan to grow by 20-25 per cent this year too,” concludes Sodhi.

Latest Reads
Wringley's Doublemint tells a 'fresh' new love story

MUMBAI: Released on Youtube on 21 October, the new TVC of Wringley's Doublemint conceptualised by BBDO Indua and directed by Shoojit Sircar has already garnered over two lac views.

MAM Media and Advertising Ad Campaigns
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories