📝 Marketing Lessons From Amul

Amul's advertising strategy is 39 years old. But it still works. Here's why.

‘Amul doodh peeta hai India'

Read it in the jingle tune? 

All credit to Amul’s creative team -  with such catchy taglines, they captured the mindshare of consumers.

Amul’s success is a result of multiple marketing strategies.

Context first 

Amul needs no introduction.

It is India's largest milk cooperative society, started in 1946 by Dr. Verghese Kurein (also known as the ‘milkman’ of India). 

The mission was simple: offer fair prices to farmers by eliminating the need for middlemen. 

Now, let's dive into Amul’s marketing strategies. 

The Amul Girl

Meet one of the most iconic mascots in India. 

But do you know how this mascot was born? 

She emerged as a response to its rival brand Polson's butter-girl character! 

Using a mascot was a genius idea as it created an emotional connection with the audience, making Amul not just a brand but a part of the family.

And since the mascot never ages, Amul established itself as an evergreen, young brand for every generation.

Once the Amul girl became the face of the brand, Amul played its next move.

Moment Marketing! 

Amul created impactful ads capturing key moments spontaneously. 

The strategy has been in action for over fifty years, mixing the latest issues with buttery humor! 

This approach keeps the brand relevant and continually engages its audience.

Here are some examples:

Amul holds a Guinness World Record for running the longest ad campaign ever (39 years)! 

Through all these strategies, Amul marketed its products for different customers:

Kids: Amul Kool and Amul Pro Kids

Youth: Amul cheese spread and Amul milk

Health-conscious customers: Amul Shakti and Amul Lite

To retain and stay on the top of the mind of its customers, Amul did two things:

• Kept its pricing affordable - the prices of the products were increased reasonably, keeping its audience’s purchasing power in mind.

• Launched all its products under the same brand name ‘Amul’ - this made the brand name a part of the Indian household, and eventually our lives. 

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