On November 15, 2023, Virat Kohli, the captain of the Indian cricket team, achieved a remarkable feat by scoring his 50th ODI century against New Zealand at the Wankhede Stadium in Mumbai. He became the second batsman in history to reach this milestone, after Sachin Tendulkar, who has 49 ODI centuries to his name.
Kohli’s innings of 123 off 95 balls helped India post a mammoth total, and eventually win the match by 125 runs, securing a spot in the final of the ICC World Cup 2023.
Amul celebrated this historic occasion with a creative and witty ad, featuring its iconic mascot, the Amul girl. The ad showed the Amul girl holding a buttered toast and cheering for Kohli, who is seen raising his bat in jubilation.
The caption read, “Amul Topical: The legendary batsman hits 50th ODI century!” The tagline was, “VI’R AT THE TOP!”, which was a clever play on Kohli’s name and the phrase “We are at the top”.
The ad was widely appreciated by the fans and the media, who praised Amul for its timely and relevant tribute to Kohli’s achievement. The ad also showcased Amul’s moment marketing strategy, which is using current events and trends to initiate relevant customer conversations.
Amul’s moment marketing strategy helps the brand to establish a connection with its customers and relate to them. It also helps the brand to create a consistent and recognizable identity and to promote its products and values. Amul’s moment marketing strategy is one of the reasons why it is one of the most loved and successful brands in India.
