‘If a strategy is working well, don’t change it’

Amul is Asia’s largest and the world’s 8^th largest dairy company in the world and that is an outstanding achievement for a company that only operates in one market – India. Apart from its diverse range of products and clever business strategies Amul has also utilised OOH as a medium to grow itself to the behemoth that it is today explained Jayen Mehta, Managing Director, GCMMF Ltd. (Amul) in his talk ‘Amul – India’s largest dairy brand built on OOH’ at the 17^thedition of the Outdoor Advertising Convention in Delhi. 

Amul, is a brand owned by 36 lakh milk producers in the state of Gujarat and the company’s business model sees 85% of the revenue going back to the producers! In his presentation, Jayen advises brands to have a consistency in communication and also to be content creators rather than advertisers referring to the iconic Amul Girl created by Sylvester Da Cunha and the comics that to this day provide witty and insightful commentary provide on current affairs. The Amul Girl also embodies the fact that if a strategy or campaign is working, do not change it. Despite numerous media channels, Amul has always recognized the importance of outdoor as a medium and currently has 82 OOH sites across 58 cities in the country apart from its numerous parlours. 

Perhaps the most unique thing about Amul is that it is a brand of the people – whose products are consumed all economic classes and in some sense is part of the Indian way of life. Wrapping his talk, Jayen told the crowd that despite making billions of litres of it, Amul’s currency isn’t milk rather the trust of the millions of producers and billions of consumers.