Brand Amul- Connecting with people’s
effortlessly
It was 12th July 2012, I just entered the Hotel
Red Fox in Hyderabad at around 11.15 pm, after a day of making arrangements for
our new outlet launch in Chandanagar, freshened up, was just about to close my
eyes for a good sleep, my room phone rang, wondering who it will be at this
hour, It was my boss Mr Alok Kapoor on the another line.
We were called in his room at 11. 30 pm to share some data!
Just as we were discussing some points, My boss stood up and
there was one book “Amul‘s India” in
his hand.
“This is a gift for
you, he said!
I was astonished at
his gesture, i had always considered books as most valuable gifts (last week
only, my wife had gifted me Steve jobs biography) and a gift from boss,
wonderful, i really felt happy!
I slept well that night!
The book is about brand Amul, not how it was made in detail, but how it grew strength to
strength.
Few points it taught
me-
How Amul system works
Milk
Producer---------Village Dairy CO-OP----------District Milk CO-OP
union--------State CO-Op Milk MKTG Fed------------Consumer
1.
Cartoon
form: First and foremost thing i like about brand Amul is its form, Cartoon
Amul girl, it has not tried to become real, had it become real life character,
it would have lost the charm, brand Amul is not intimidating, not boasting
about its products, this form is most engaging. The sketches are still hand
coloured.
2.
Brand
Amul: After observing the communication over the period of time, brand Amul
is positioned in my mind as “ Priceless
products with complete consumer trust” , this brand is so approachable, it’s
never far, it tells me “ i have best
products whatever milk can produce”
3. Communication messages: They always are
topical, let’s remember it’s really difficult to choose one subject to
communicate on as topic need to have dramatic
potential, of sufficient interest, they need to appear immediately otherwise impact
of that topic will be lost and at the same time, there should be a way to
connect with the brand. Amul has always chosen topics which have the maximum
connect (Bollywood, Politics and Sports). The messages are thought provoking,
lovable and charming.
4.
4-5 words
of wittiness and humour and teasing - The best part about brand Amul is that
it’s messages are of just 4-5 words and in some cases even lesser than that.
It’s
really difficult in 4-5 words to
Connect with the topic/issue
Putting humour
Connect with Amul brand and its
products
5. Amul addressing everyday problems –
With its journey from attacking politicians, connecting with Bollywood stars,
it started addressing grievances of customers like power shortages, bad roads.
Admissions ,Legal age for drinking and more, so customers felt brand Amul as
their spokesperson, somebody who is highlighting their problems not as if brand
Amul will solve the problems but at least addressing to large public through
its hoardings.
6.Controversial
nature of messages- Why it got connected to most people was that its controversial
Nature, it was put people into thinking for few seconds and then smile,
customer would nod in agreement, Yes, i
have understood what you meant!
Journey of brand Amul
1970-1980- In this
period, Amul billboard documents the disconnected concerns of small group
1985- Mid 1990s- Amul
billboards covers beginning of liberalization and change of political
discourse.
Post 1991- Political
scandals and controversies
After 2000- Bollywood
and television
Amul, Utterly Butterly delicious, a brand!
Vikas Sachdeva
