By: M4G Bureau
Last updated : August 08, 2023 9:08 am
Amul, one of the world’s largest dairy brands and among the most iconic brands of India, has a rich history and special bond with OOH as a medium that combined with clever visuals has helped the brand solidify its position in the minds of the consumers.
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.