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Amul's little moppet can teach brands a thing or two about effective marketing

20-September-2013
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Amul's little moppet can teach brands a thing or two about effective marketing

For half a century now, Amul has not only served delicious butter to the country, but has also created displays with witty messages that have taught us to laugh at ourselves. Amul’s little moppet in a red polka dotted dress and a blue ponytail delivers, on a regular basis, a humorous take on everything that bothers the society – everything that deserves a repartee.

Like a true spokesperson of the masses, the Amul Girl rises to every occasion – be it a cricket 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 pass away to political and social episodes that shake the country, Amul Girl stands up brave on the streets of India.

da Cunha Communications, the agency behind the creation of these displays, has been associated with brand since over five decades. The brand stands out in the outdoor landscape for a number of reasons. exchange4media looks at what brands can learn from Amul’s outdoor play...

Landmark hoardings
Amul has over the years reserved specific hoardings across the country. These fixed spots have become landmarks. So much so that, these hoardings have become a point of discussion while noting down navigation directions.

Such a strong brand recall is laudable in India’s cluttered outdoor space. A similar strategy can work wonders for other brands that bet on OOH.

Strong brand endorsers create wonders
Who doesn’t know the Amul girl? The lovable moppet stands out in each of the billboards that go up every week at selective locations. The frequency at which the Amul girl endorses strong societal issues is commendable. Not to forget the conversations it creates every single time.

Amul’s outdoor campaign is synonymous with the little girl’s strikes eye-catching messages and interesting imagery.

It is all about following the basics

One will not find more than eight words on an Amul hoarding. The magic is created with humours, sarcasm and wise word play. There is always a story behind each campaign. Characters are displayed as story-tellers. Colours are well balanced. Each of the hoarding is well located.

If a brand follows the basics correctly, every outdoor campaign will be notice-worthy.

Integrate
Times have changed today and it is necessary to integrate advertising ideas across platforms. According to media reports, Amul has upped its digital spends by about 30 to 35 per cent over the past year. The brand is also focussing on grabbing the attention of the youth from its topical advertising. To ensure this, the agency posts the creative across its various social media platforms after the outdoor campaign is live. The idea is simple and helps effectively integrate both media.

Amul’s straightforward and uncomplicated strategy has hit the bull’s eye. Various brands across sectors can emulate Amul to reach out to customers and create effective brand recall. Marketers, give Amul’s communication blueprint a serious thought…
 

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