The Taste Of India - AMUL

The Taste Of India

When we here these words the only work that triggers our mind is “AMUL – The Taste Of India.”

What goes into making these brands so popular so well known that they become a house hold name? Since past 50 years Amul has been ruling the Indian market in a number of product lines. This goes without saying that they offer quality products, but to fight competition and withstand the same is a crucial task. For this, one requires a strong branding strategy. Let’s review their branding moves, and get inspired a little. 

Amul’s advertising campaign is running since past 50 years. The highlights of their ad’s have been:

• Amul ads talk about India. They portray stories that the common man can relate to.
• Their brand ambassador has always been a cute little girl in polka dot dress.
• This master piece campaign was created by Sylvester daCunha and Eustace Fernandes.
• This campaign is so well executed that it made its place in the Guinness Book of World record. 

Having excellent products and a good market share is not sufficient. In today’s world of having and maintaining a good PR is also equally important. Amul has been doing it effectively. The below template will give a clear picture. 

The noticeable part in Amul’s branding strategy is well segregated. 

·         Attributes – Amul offers healthy products

·         Values – Amul offers the taste of India

·         Benefits – Our products offer high energy

·         Culture – Amul empowers rural India

·         User – Amul’s target audience is the youth

·         Personality – It projects the personality of “Amul Girl.” 

Branding Components that helps Amul stand ahead race 

·         “Zara se hasi dulaar zara sa – Amul the taste of India” This is the only component Amul believes and propagates, as well.

·         Amul has never named their products with different names. Its always Amul cheese, Amul Ice-cream, Amul milk. This enabled easy recognition of their products.

·         They also ensured that their packing remained same so that the cognition process in the minds of the customers does not get affected.

·         Amul never promises anything that it can’t deliver. No false promises, no false publicity.

A brand does not emerge by itself. There goes a lot of strategy in planning and developing its existence. Remember creating a brand is easy, but the key lies in maintaining its level in the minds of the customer. This was just a glimpse that we tried to give so that our readers understand the science behind branding.