Amul takes humour route, to say ‘‘Eat’ milk with every meal’

Gujarat Co-operative Milk Marketing Federation (GCMMF) has launched a print and digital campaign for its brand Amul.

Each ad of the campaign features a person with a milk moustache who ‘Eats milk with every meal’, and lists exaggerated benefits of doing so alongside nutritional benefits of Amul products. The characters depicted include a tennis player who wins doubles playing alone; a man who lifts the car to change the tyre; an office geek who hasn’t taken sick leave in five years; and a young woman who flaunts her out-of-the-shower look 24x7. Amul’s dairy product range including milk, butter, paneer, ice cream and ghee are showcased.

  

 

 

RS Sodhi, managing director, GCMMF, said, “Milk and milk products form an integral part of the diet of every Indian. However, in this era of fast food, we do not want the goodness of milk in our food to be compromised. This campaign forms a part of our efforts to re-position milk and make our entire range of Amul dairy products trendy and appealing to all.”

Nitin Karkare, chief operating officer, Draftfcb-Ulka, said, “We positioned milk as the ‘World’s original energy drink’ in our earlier campaigns. This campaign provides us with a unique opportunity to showcase the goodness of the entire range of Amul products and make milk, in its various forms, an integral part of every meal.”

Haresh Moorjani, group creative director, Draftfcb-Ulka, added, “The idea was to make dairy products part of consumers’ daily diet but in an exciting and interesting manner. The concept of memes was adopted to make the communication humorous and contemporary.”

The press campaign is now visible in national English dailies. On digital media, an app on Facebook and a microsite will be designed where users can create their own memes with messages using their friends’ pictures.

Credits

Client: Gujarat Co-operative Milk Marketing Federation (GCMMF)

Brand: Amul

Agency: Draftffcb-Ulka

National creative director: K S Chakravarthy

Creative team: Haresh Moorjani, Mehul Patil, Bhushan Pandit, Varun Sharma, Chaitanya Joshi

Account management: Ruta Patel, Pranay Merchant, Rohan Patil