Published on August 7th, 2010 | by drkkr44
Nothing endures but change. I remember the time when i was going to school i used to curiously look at the cute girl with a pig tail on the road standing tall and when i started growing i also admired the sleek comments on the hoarding and today i am blogging about the same, amazing!! In a cluttered world, Nine out of Ten Brands fail…But there are few brands which travel all seasons without any hitch. This brand was launched in the year 1966 and i guess travelled fifty years by ensuring it is the only favored brand of Indians. The enigma the brand carries is truly amazing; It is a simple unassuming brand with a teasing advertisement crafted based on the situation. I am blogging about the brand every Indian house hold uses it every single day – AMUL. 50 years after it was first launched, Amul’s sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.
For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. The brand name “Amul”, comes from the Sanskrit word “Amoolya,” (meaning precious). Amul is the largest food brand in India and world’s Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006–07). Currently Unions making up GCMMF have 2.8 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but now it has fresh plans entering the Japanese markets. Other potential markets being considered include Sri Lanka. I am unable to come out with a brand name in butter category apart from Amul. Recently in Britain they have named a brand of butter, ‘Utterly Butterly’.
This brand is known for their cheeky advertisement which amuses people by making them aware of what is happening around them. It is one of the longest campaigns carried out for a brand. I am not able to neither ideate nor have come across a better campaign for butter. What a brilliant campaign it is, i am signing off with few questions buzzing my brain!
- Brands create campaign or campaign creates Brands?
- What do you think should be the reason behind the success of Brand AMUL?
- Given a chance to replace the girl, what can you come up with?