It traces 50 years of Amul advertising through outdoor hoardings, designed by advertising agency DaCunha communications. A good book for those who are interested to know more about the making of Amul Butter girl and the people behind it. The only problem with this book is that it will forever be grounded here in India. Very evidently around the 2000s, Amul started focusing on Bollywood and sports increasingly. We need certain checks and balances. Amul, with its path-breaking ads has taken advertising in India to a different level and set higher standards for its competitors. A lot of thought has gone into the design and the format of the book and the author tells you why they've chosen it to be the way it is.
Amul is one of the most successful business houses and other companies should learn from Amul how to do its business in a socially responsible manner. The cooperative was further developed and managed by Dr. Having said that, the book is still great. Fascinatingly, much like its original intent of giving poor farmers the best returns for their milk by eliminating middlemen, the profits from the sale of this book will be used to honour deserving students under the Amul Vidyashree and Amul Vidyabhushan Award schemes. And these she does without being much hurtful.
He advised them to form a cooperative Kaira District Co-operative Milk Producers' Union and supply milk directly to the Bombay Milk Scheme instead of Polson who did the same but gave them low prices. Sadly, Amul's India missed out on the fifth star from me due to lack creativity with text. There are chapters dedicated to The World Events, The Political Events and Politicians, The Scams, Sunil Gavaskar and many others. This means Rane has to be extra careful with the detailing as illustrations are more vivid on a screen than on an overhead hoarding. I personally prefer running up things in the mixer in case of lack of availability of hand mixer! The book is a compilation of anecdotal contributions by many well-known personalities. You cannot help but smile at some of the ideas they have thought up with regards to this product.
It had to be easy to draw and memorable as most of the advertising would be outdoor media which required hand painting in those days and the hoardings had to be changed frequently. Listing out small interesting facts about how these ads where made. Also, people feel responsible for her. The movie was funded by the farmers of Gujarat who had benefit from the Amul's initiative. Then all the scams started.
Using Hinglish in the copy is probably the main reason that makes the advertisement so amusing to look at. It is a toast to the spirit of India and, much like the pasteurised butter itself, requires to be spread across homes. They are not thinking about it. Kurien who gave daCunha Communications the freedom to take shots at political bigwigs and powerful personalities in ads that run on billboards and in newspapers around the country. They now put out more ads on social media than on hoardings. Timeless and ageless, this long-running campaign has captivated Indians of all ages.
There is a little girl with a pony tail and a polka dot dress who is familiar to every Indian. Cooperatives were formed for each village, too. It was then that they decided to entrust this to the advertising agency named Dacunha associates where the idea for the Amul girl was born and the rest as they say is history. An outdoor hoarding was a good way to inform people. Timeless and ageless, this long-running campaign has captivated Indians of all ages. The cooperative movement that began Gujarat back in 1946 was a movement against the atrocities of Polson Dairy, a locally-owned dairy in Anand, Gujarat, which allegedly procured milk from farmers at very low rates to sell to the Bombay now Mumbai government. Seasonal offers, Annual Amul Food Festival.
The copy of the advertisement is very cleverly associated with Amul. The e Amul hoardings were like a moving timeline with various points that were considered as significant by the middle class in Indians in the past. A development study prepared for the International Cooperative Alliance and the Canadian International Development Agency, 1977. The book impresses you from the introduction itself. This shows that it is not always necessary to spend millions on promotion when you have creativity. The campaign has a list of favourite people and a checklist of attributes on what it takes to make it to the hoarding. This day, though, is special: the founder of the dairy co-operative that makes Amul products, Verghese Kurien, died just 36 hours earlier.
His son Rahul, right, inherited it. Trade promotion for retailers is done on occasion to motivate retailers to recommend the product. This is the brand concept map of the Amul Butter girl moppet. She is not a real person and yet one who has lived for more than 50 years in the hall of fame of advertising in India : The Amul girl. Filled with beautiful illustrations and rare Amul hoardings, the book discuss in detail about the origin and concept behind the campaign, the strategies followed, the controversies it lead and ultimately its influence in the urban Indian life and the nation's history.
This is the reason state federations now have their own brands -- Nandini in Karnataka, Verka in Punjab, Saras in Rajasthan and Mahananda in Maharashtra. A heart warming look at India through the decades from the eyes of the Amul hoardings, this book will bring smiles to you on lazy weekend afternoons. Amul has given multinationals a run for their money. It has covered the important elements to give its readers a holistic view of the Amul branding strategy. Things You Will Need: Half a Kg of Pure Ghee I prefer cow ghee for its yellowish tinge but you can use the normal white ghee as well—it pretty much works the same One fourth of a tablespoon of turmeric powder One fourth of a tablespoon of salt you can also add more or less according to your taste A glass bowl A hand mixer or blender 9-10 ice cubes A container to store the final product—butter How To Go About It? It's a must read for all.
The advertising and the marketing strategy, the moppet, the most topical themes, the catchiest of phrases and taglines, the deadlines, the stance taken over the years and the very clever humor- all hit the perfect note for the longest running campaign which has never lost its charm. Amul girl couldn't have chosen a more perfect setting to make me chuckle. Dabholkar credited chairman Verghese Kurien with creating a free atmosphere that fostered the development of the ads. DaCunha says this is an audience that shifts sides and changes opinions at the drop of a hat. In Bollywood, Bachchan is a favourite as are Shah Rukh Khan and Karan Johar.