amul campaign

8/2/2019 Amul Campaign

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AMUL CAMPAIGN

UTTERLY, BUTTERLY DELICIOUS!

This slogan has gone miles in reaching out to the psyches ofnumerous consumers across India, so much so that Amul Butterhas made an everlasting brand for itself. Being just a daily breadspread, understandably not a fancy novelty product, it has yet

proved itself as being quite the opposite across the mean market.One of the major drivers behind this psychological acquisition is thecollective effectiveness of the banner ads campaign that has beendeployed over a large portion of the country.

The idea of the flagship cartoon of a young girl (and her avatars),most of the times licking the fingers of one hand and offering you aslice of bread with golden butter generously spread on it, with theother hand has built a strong one to one correspondence with

the name Amul Butter. Its like she is beckoning you to at leasttaste it, while teasing you, claiming that its the most mouth-watering thing youve come across! The entire package that thistechnique turns out be, is so visually appealing that such an imagewill always make you think of Amul Butter and vice versa.

With a perfect balance of humourous tag lines and suitably directreferences to famous ideas, each banner ad tells a unique story of

its own. From spoofs on Hollywood and Bollywood, modified titbitson Indian politics, world affairs, scientific research, terrorism and


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hatred? Or if Jacky Chan chopped a stack of buttered bread(instead of bricks) and yelled out Amul (instead of the classic Karatechop cry kiai!). Im off laughing and will keep recollecting theselines for the rest of the day at least, cant imagine about you.

The point is that these ads tap the interests of its target audience,

by behavioural predictions based on pre-learned concepts andmake the story of the banner ad come to life in your psyche. Youpercieve it so closely that to some extent it is like you can seeyourself in the same situation as is being portrayed in the ad! Evena confirmed dyspeptic or a lactose intolerant will be well aware ofthe butter and its propositions, being unable to dodge the flashysign boards and their stories. They actively (passively for you)engrave Amul Butter in your memory. No matter how much you tryto forget it, you just cant.

This has proved to be an extremely effective marketing technique

with a huge hit area. You wont be surprised if the roadsideSandwichwala offers you a choice between the basic Sandwichand an upmarket Amul Sandwich, and that too for an incrementalcost. This shows the extent of success and the strength of themessage being passed through the campaign.

Amul Butter (being simply butter by Amul) has built a standing andbrand value for itself in your daily market, placing it a notch higher

than other bread spreads (even though they are also butter, byXYZ!), just by playing around with the way you think, percieve and
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remember events. And the best part is, you dont even know. Howcool is that?


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Kind of decision making involved

Low involvement

Because people do not think more at the time of buying bread spread likebutter, cheese. If the product of the same brand is not available with the

shopkeeper then the customer move to another brand.

It is Informational or Transformational

Transformational

Because Amul brand campaign (utterly, butterly delicious) convey that atleast

taste it they want that consumer atleast try there product and used in there

daily life.

Objective of the campaign

Utterly butterly delicious

Objective of the campaign is

How is it communicated through various elements ofadvertisement?

TV advertisement

Banner

Message strategy

Rational strategy is followed by the Amul bread spread campaign

amul campaign

Documents