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INTRODUCTIONAMUL means "priceless" in Sanskrit.

The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Amul products have been in use in millions of homes since 1946.

Amul's philosophy had all along been to deliver value for money to its customers. Despite being priced economically, Amul maintained its product quality

AMUL’S PRODUCTS

AMUL BUTTER

AMUL KOOL

AMUL DAHI

AMUL CHEESE

AMUL CHOCOLATES

AMUL CHOCOLATES

AMUL SHRIKHAND

AMUL ICE CREAM

AMUL MILK

And many more…

Over the years, Amul's advertising philosophy

had been "to be simple, fresh and innovative".

The clean, emotion-based ads refrained from

using hi-tech special effects, and aimed at

maintaining the perfect balance between the

traditional and the modern.

ADVERTISING STRATERGY

Amul’s advertisements became popular and each advertisement brought new fans and well, new customers.

The entire advertising strategy was crafted such that the Amul moppet ads would showcase events and happenings out of real life that would affect a Common man’s life.

Delightful they never till date have been controversy in any form.

However from 1967, though these ads have picked on controversies, politics, entertainment and a lot more still it has a humourous effect in it.

http://upload.wikimedia.org/wikipedia/en/a/a9/Amul63.jpg

PR STRATEGYAmul follows a unique business model, which aims at providing 'value for money' products to its consumers.

It protects the interests of the milk-producing farmers who are its suppliers as well as its owners.

  It all started in December 1946 with a group of

farmers keen to free themselves from intermediaries, gain access to markets and thereby ensure maximum returns for their efforts.Based in the village of Anand, the Kaira District Milk Cooperative Union (better known as Amul) expanded exponentially.

Every day Amul collects 447,000 litres of milk from 2.12 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods worth Rs 6 crore (Rs 60 million) to over 500,000 retail outlets across India .

5 SALES PROMOTION STRATEGY

1. It conducts various contests.

2. It sponsors reality shows.

3. It provides free weight on its various

products.

4. It provides free pranky with its chocolates.

5. It gives

AMUL’S AD AGENCY

Current Agency:

Da Cunha Associates

DA CUNHA ASSOCIATES

In 1969, when the city first saw the beginning of the Hare Rama

Hare Krishna movement, Sylvester dacunha, mohammad khan and

usha bandarkar, then the creative team working on the amul account

came up with a clincher -- 'hurry amul, hurry hurry'.

And it is this advertising agency, DA CUNHA ASSOCIATES, that has

been handling the account of Amul ever since, for the past 39

years.Currently headed by Rahul da Cunha, 42-year old son of

Sylvester dacunha.

According to Sylvester, the person who created the person who created the round-eyed, chubby-cheeked Amul moppet, lurking around in each of the hoardings was the ad firm's Art Director, Mr Eustace Fernandez. They decided that they needed a girl who would worm her way into a housewife's heart.

It was everywhere on lamp kiosks, bus shelters, hoardings, everywhere one could see. The idea had clicked and the boring butter had acquired a new image, a new place in everyone’s hearts. The campaign was a success and the response phenomenal.

Now it has Rahul da Cunha.

Manish Jhaveri- advertising consultant.

Jayant Rane is the artist.

And many more creative peoplewho are the creative inspirations behind these ads. They conceive and create the AMUL advertisements that you see today.

1. AXE DARK TEMPTATION.

2. SPRIT E AD(Amitabh Bacchan & Sachin

Tendulkar)

3. SPRITE (Junglistan)

4. PEUGEOT CAR.

BAND ADS

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