Pitch CMO Summit 2016: Consistency has been one of the keys to Amul’s success in the marketing space: Pawan Singh CMO Amul
The exchange4media Group recently held the Pitch CMO Summit at the Grand Hyatt in Mumbai which was sponsored by Dainik Bhaskar and powered by Colors.
The event is organized by Pitch, the marketing magazine of the exchange4media group and is spread across cities. It brings together some of the best minds in the business of marketing. Each year, the summit revolves around marketing in the present context and discussions focus on how best to market to the Indian consumer in a dynamic environment.
This year too, the event saw some of the top minds of the industry speaking on different facets of advertising and marketing in today’s changing world. The Pitch CMO Summit also felicitated some of the top CMOs on the basis of their contribution to business and marketing.
Speaking at the Summit, Pawan Singh, CMO of Amul spoke about brand legacy driving innovation. He began his address by highlighting the plight of farmers during pre-Independence and the exploitation they witnessed.
“Before Dr. Kurien could join Amul, the man who created modern India-- Sardar Vallabhai Patel, stepped in and told the farmers that if they ever had to get out of the situation they were in, they would have to take control of running their entire chain of their business and that was marketing. Marketing is the only solution which will take you out of the depths you find yourself in. It is the solution for social upliftment and economic progress. That is the power of marketing and what it can do for society” he said.
Talking about how the Amul product portfolio has been created, Singh said that based on the human lifecycle and the need for milk in different forms at various stages they have created a portfolio of products. He also highlighted the growth of Amul, which today stands at number 10 among the top dairy organizations in the world.
What has worked for Amul, stated Singh, was how they converted a small acronym A-M-U-L into a brand which the country fell in love with. He also stated that right from the start, exactly 60 years ago, they had a professional structure in place to take care of the brand. As a brand, Amul made a promise back then to India and its consumers to always supply the best quality products at the most reasonable prices. He also stated that relatable campaigns and the iconic Amul girl have helped Amul get its strong brand identity.
“Consistency has been one of the keys to Amul’s success in the marketing space. Stability and sponsorships too have helped. We have had people consistently working on the brand for over 30 years who have nurtured and reinforced it. We are always on the lookout for new touch points and new avenues which are different from what others have been doing. We are faced with a new generation every few years, and the challenge is to connect with them and turn a boring white fluid into something appealing. We’ve started getting closer to our audience with Amul parlours, digital campaigns and sports related advertising. We’ve had a campaign that asked audiences to send us selfies using Amul products innovatively and that was a huge hit,” stated Singh.
He also explained that Digital plays a big role in their marketing strategy today because it allows for very sharp and high precision targeting, and that according to him is where efficiency improves. Digital allows for instant feedback and many a times, Amul has released their latest TVCs or Print campaigns on Digital platforms where they have evaluated the feedback and made necessary changes before releasing it in the offline media.
Singh concluded by adding that to carry on the brand legacy, it is imperative to keep it fresh, relevant, contemporary and build a connect with new generations.
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