MAM

How Amul’s witty marketing is done within 1% of overall expenditure

Creating blind faith in the brand is integral to its strategy.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/30/sudhanshu.jpg?itok=IDVFRXkG

MUMBAI: Be it the ‘Utterly Butterly Delicious’ butter or the milk that India drinks, one thing central to all Amul products are the catchy taglines that have remained stagnant for years and are, thus, imprinted on the mind of every Indian. A heritage brand, the inception of which lies in the grounds of disruption that bought a revolution in the dairy sector of India, Amul, has been quite a disruptor in the marketing domain too.

Its topical content converts breaking news into jaw-breaking creatives within minutes and its jingles might have been a part of the ‘Antakshari’ games of many Indian families. While it may seem like a lot of money is being pumped to keep Amul in ‘the limelight’, it is surprising to know that only 1 per cent of its overall expenditure has been targeted towards marketing.

The revelation was made by its CEO RS Sodhi at the ongoing Zee Melt conference, where he opened the day 1’s sessions with a humorous and interactive session.

Sodhi shared that Amul has always been focusing on maintaining its products in the best quality and selling them at a price that is affordable for the consumers and benefits the producers, i.e., the farmers extensively. While marketing plays a big role in taking the brand name across the country, it is the integrity that Amul has maintained, which has made it a heritage brand.

This strategy has its roots seeded in the philosophy that founder Verghese Kurien has passed on to this generation of executives running the brand. Sodhi reminisced Kurien telling him that for a brand to become an integral part of the household, it is necessary to develop a blind faith in its capabilities.

A blind faith is just what Amul has gained over its decades of functioning in the country. Sodhi takes pride in keeping the core recipe and ingredients of each of its products same since ever. He told the room that the brand has never tried to upscale its bottom line and has ensured that the consumers get only the best quality products developed from the best quality raw material that comes directly from the farmers.

Having said that, Sodhi also beamed with pride when he noted that Amul, is probably the only brand that has got its recall in its campaigns.

He said that brands need not necessarily spend a lot of money on marketing itself. The trick is to work on ‘good creatives’ and a ‘carefully selected media’ that can take the message across to the right people.

Another factor that adds on to this robust environment of smart and creative messaging is the faith that Amul has in its young people. As per Sodhi, every time a new creative is designed, the young people in the company are first asked to give their feedback. It prompts them to present an honest opinion and helps the brand in improving itself.

Sodhi also mentioned that he has been very particular about the fact that the brand proposition and the creatives remain in line with what has been running over the years.

Sharing an interesting anecdote, he revealed that Nitin Karkare, who works with FCB Ulka on the Amul account, actually once wanted to change the tagline of its milk from ‘Amul Doodh Peeta Hai India’ to ‘Fresh Doodh Peeta Hai India’, but the idea was not approved as “Amul means Fresh” in the brand vocabulary.

On a slightly humorous note, he showed the creative featuring Amul Girl as Deepika Padukone and Aishwarya Rai from their Cannes outing this year, and noted how Padukone had shared the same on her social media handle and said, “Brands should get celebs promoting their products but they should not pay them.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/27/ashish_duggal.jpg?itok=nZxFytX-
Digital puts control in the hands of marketers: Ashish Duggal

NEW DELHI: The digital marketing industry experienced a massive upswing in its growth trajectory last year, as companies big and small realised the importance of a strong online presence. The marketing pies reshaped quickly and opened a barrage of opportunities for the players in the domain to feed...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/27/classplus.jpg?itok=uNlUSzLY
Classplus enables local coaching institutes to go online

NEW DELHI: As schooling went online with the onset of the pandemic, educators and students had several challenges to contend with. Specially with teachers, who were used to chalkboards and notebooks, this abrupt transition to digital learning did not come easy. In this regard, Classplus is enabling...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/27/mi.jpg?itok=TfjvglWe
Mi India collaborates with Sonu Sood for #ShikshaHarHaath initiative

New Delhi: Mi India has announced a new initiative - #ShikshaHarHaath, in collaboration with Sonu Sood. This partnership is in continuation with the brand's efforts of enabling the student community from underprivileged sections to pursue their education without any roadblocks.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/26/img_26012021_155913_800_x_800_pixel.jpg?itok=9kC2J0li
This Republic Day, Godrej celebrates India’s transformation through a digital film

New Delhi: The Godrej Group has come a long way, ever since it first came into existence 123 years ago. As India marks its seventy second Republic Day on Tuesday, the Indian conglomerate released a video campaign to celebrate its emotional connect and oneness with the country.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/26/zi.jpg?itok=--0eQjAi
Zivame pushes saree shapewear in its new spot

Zivame, an online lingerie store, continues its differentiated approach to bring to life real issues that women face with intimate wear, with humour and quirk.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/havas.jpg?itok=YzjS8PRz
Havas Group India launches an internship program ‘Havas Spark’

NEW DELHI: Havas Group India has rolled out a unique internship opportunity for freshers to help add a spark to their careers. The program titled ‘Havas Spark’ is intended to provide bright and talented interns, educational and career development opportunities through practical experience in a...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/cik.jpg?itok=BecNELYz
Colgate Vedshakti collaborates sand artist Sudarsan Pattnaik

NEW DELHI: Colgate-Palmolive (India) Limited has collaborated with Padma Shri awardee and internationally acclaimed sand artist from Odisha, Sudarsan Pattnaik, to create a stunning sand sculpture for Colgate Vedshakti toothpaste at Puri Beach in Odisha.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/iamai_0.jpg?itok=w2QAjbAc
Wunderman Thompson India crowned ‘Digital Agency of the Year’ at IAMAI’s 11th India Digital Awards

Wunderman Thompson India begins the new year on a high. At the recently concluded 11th India Digital Awards presented by the Internet and Mobile Association of India (IAMAI), the agency was awarded gold as the ‘Digital Agency of the Year’ and stole the show with a stupendous win of 8 metals for...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/25/grofers.jpg?itok=y6HX7PE2
Grofers makes grocery shopping exciting with the fifth edition of its Grand Orange Bag Days sale

NEW DELHI: To educate the country about the fifth edition of the semi-annual “Grand Orange Bag Days (GOBD)” grocery sale, Grofer launched a robust marketing campaign that includes television commercials, print advertisements, radio spots, influencers, and digital marketing spread. The two-film...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required