MUMBAI: Draftfcb+ Ulka has created a new campaign for Amulya, a dairy whitener from the house of Amul with an aim to rejuvenate the brand connect with the customers.

Through the campaign the brand wants to reinforce Amulya’s product superiority in the market.

Draftfcb+ Ulka group creative director Haresh Moorjani came up with the thought of ‘making mornings special’. The TVC shows a couple pampering each other over morning breakfast. But the taste of tea makes them forget the mutual love momentarily. The TVC will be supported by print campaign in key regional markets.

“The contemporary version of Amulya will surely occupy customer’s mind space. This will augment brand salience” said Draftfcb+ Ulka COO Nitin Karkare.

 “Surplus milk supply is a great opportunity to drive sales of Amulya. While doing so, we need to infuse the brand with a young personality. The new TVC does this job well.” emphasises GCMMF managing director R S Sodhi.