Talkwalker’s Battle of the Brands: Amul vs Britannia

Britannia and Amul have come out with their weapons drawn, guns blazing at each other in recent months. A few weeks back, Amul – which has always spoken about the delicious goodness of butter – came out with saying that most other butter cookies in the market have between 0.3.%-3% butter as opposed to their cookies which have 25% pure butter.

 

Britannia struck back in the last few days talking about the harmful effects of higher cholesterol that any cookies with 25% butter would bring about. They hit Amul where it would hurt the most. While, as marketers we are eager to see what the response would be like, here’s a look at what the people of India have to say, over the last 30 days.

 

Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyzes the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.

 

Mentions

 

It’s no surprise that Amul has over 2 times the number of mentions that Britannia does. India is, after all the largest producer of dairy products in the world – and Amul is the largest producer of milk in India. Cookies aren’t even their main product!  But in the last week, Britannia has taken over because of a clever ad where they talk about 7 times more cholesterol with cookies where there is 25% more butter. And of course, due to the interviews given by Britannia’s exec team on the subject of the economic slowdown in India.

Demographic Data