08-16-2017, 10:55 PM
amul advertising strategy ppt
Let us start with telling you something you didn t know about Amul the Amul advertising campaign which is India s longest running ad campaign at present is going to make a bid in the Guinness Book of World Records for being one of the longest running ad campaigns in the whole world (Only the American Smokey Bear campaign is older). The Amul ads have almost become a part of folklore in the Advertising and Communications industry nowadays and when we checked out its inception we found out this amazing nugget.
Can you believe that the chubby-faced angelic polka-dotted Amul moppet was brainstormed to counter the Paulson doll, a glam desi girl with all the works, long before the reality show was in? Paulson, the competitor of Amul had relied on the old-as-hills strategy of having an image in itsy-bitsy clothing and when Sylvester daCunha got hold of the Amul account in 1966, he along with the art director Eustace Fernandez hit bull s eye by figuring out the mascot of a girl who will have all the fun by not growing up!
Initially, the ads chugged on the strength of their base line and witty puns but later they went on to become more topical. Now, if we look back at the archives of Amul ads, we would see history unfurl before our eyes.