One the move, in the busy bazars, off the crossing lanes, you cannot miss sights of brand messaging these days. With cities getting cluttered, brands today have a tough time creating remarkable recall value amongst its target audiences.
exchange4media, about 15 weeks ago, started an initiative that highlighted outdoor advertisements that caught the attention of the advertising fraternity. During these weeks, we saw interesting innovation, word play, humour, etc. being used by various brand categories in their outdoor campaigns. Few were so effective that they stayed with us even after months. One among the brand that the industry and team exchang4media believes truly stood out was Amul.
For half a century now, Amul has not only served the country delicious butter but also has created displays that have given out messages to be witty and laugh at ourselves. Amul’s little moppet in a red polka dotted dress and a blue ponytail delivered, on a regular basis, a humorous take on everything that bothered the society – everything that deserved a repartee.
One will recall that the Amul Girl made her debut in 1966 on few Mumbai bus panels and lamp post boards chirping ‘Utterly Butterly Amul’. This created quite a buzz in minds of the people. Post that, Amul came out with a single hoarding at Mumbai’s sea-facing Chowpatty, for a towering rental of Rs 400 a month. Today, there are billboards located in the central suburbs of Mumbai, which are called Amul junctions because of their long-standing presence.
Like a true spokesperson of the masses, the Amul Girl rose to every occasion – be it a cricketing double century, scandals surrounding politicians, to controversial diplomatic policies – with an infallible gut and a tongue-in-cheek attitude. From giving tributes to legends that passed away in 2012 to political and social episodes that shook the country, Amul Girl stood up brave on the streets of India at strategic locations.
Interestingly, da Cunha Communications, the brain child behind the creation of these displays, completed 50 years of association with the brand. The agency launched a book titled Amul’s India to honour this phenomenon early this year. Here is a look at various incredible outdoor displays that Amul has created in 2012, which made it qualify to be our favourite outdoor brand of 2012…