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Various Brand Promotions By Amul Essay

1608 words - 7 pages

MGT 634


Case analysis

Submitted by – Kishore Singh. Submitted to-
Q3801, Btech/MBA(I.T.) Lect. Amit Sethi
Reg. No. 10806527


Company Info
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word Amulya, meaning invaluable. The co-operative is also sometimes referred to by the unofficial backronym: Anand Milk Union Limited.
Formed in 1946, it is a brand ...view middle of the document...

It markets the products, produced by the district milk unions in 30 dairy plants. The farmers of Gujarat own the largest state of the art dairy plant in Asia – Mother Dairy, Gandhinagar, and Gujarat – which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily.

About the advertisements:

Amul has always used the contemporary issues for its advertisements always in a humorous ways, it’s the longest running campaign ever, and it is about to be in The Guinness Book of World Records.

The various campaigns done by Amul-

Amul launches app to milk the Olympics, August 06, 2012
Amul has time and again come up with campaigns pushing good old milk and how it must be an inevitable part of the daily breakfast. The company's creative agency Draftfcb Ulka, too, has been a consistent partner in such campaigns. One would still remember the agency's 'Dude, where's the doodh' campaign for Amul not too long ago. And it would be safe to say that such initiatives have helped 'doodh' find a lot of favour with the otherwise junk food loving youth.
With Olympics being on everybody's minds and Amul being the official sponsor of the Indian contingent at the London 2012 Olympic Games, it is once again time for milk to take centre stage in the company's digital initiative on Facebook with the central thought – Milk, the world's original energy drink.
Draftfcb Ulka Interactive has planned and executed the 'Energise the Olympians' Facebook application to encourage brand interactivity on social media and in the process also boost the Indian spirit and support for the Indian athletes in London.
The application allows users to choose their favourite sport and extend their support by energising the contingent with a glass of milk. Users can also add a badge to their profile as a token of appreciation for showing their support. The app in a short while of its launch has already gathered a significant amount of Likes on Facebook.

Amul to sponsor Indian contingent to 2012 London Olympics, Feb 28, 2012.

Amul has announced its sponsorship of the Indian contingent to the 2012 London Olympic Games. The MoU was signed between R S Sodhi, managing director, Amul (Gujrat Cooperative Milk Marketing Federation), and Raja Randhir Singh, secretary general, IOA (Indian Olympic Association), member, International Olympic Committee; in New Delhi.
Members of the IOA confirmed that Amul would be investing Rs 10 million which will be partly utilised by IOA and a section of the amount will be used to award selected candidates.
On the announcement, Sodhi commented, "Amul is committed to strengthening the Olympic movement in India and encourage young generation from all corners of the country to take up Olympic Sports." He added that their agency, Draftfcb Ulka, has started working on a series of campaigns for the association.

To this, Nitin Karkare, chief operating officer, Draftfcb Ulka, shared, “The brief for the campaign revolves around milk...

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