The “Har Ghar Amul Ghar” campaign, represented a pivotal shift for Amul. It was the brand’s first major foray into long-format digital storytelling, moving away from traditional 30-second TV commercials to 2-3 minute “mini-films” designed for the YouTube era.
Ad plot
The campaign was developed by FCB Ulka to reposition Amul as an inseparable part of the modern, urban Indian household.
- Instead of focusing on the “White Revolution” or rural farmers, these films depicted relatable, everyday family dynamics.
- Amul products (Milk, Butter, Cheese, Ghee) weren’t the “heroes” hitting the screen; they were natural background elements of a breakfast table or a kitchen counter, symbolizing trust and tradition in a contemporary setting.
The Digital-First Strategy
At a time when most Indian brands were still TV-heavy, Amul took a “Digital First” approach:
- The films were launched exclusively on the Amul Official YouTube Channel before being edited into shorter snippets for television.
- The series was produced by Anand Tiwari and Amritpal Singh Bindra (the duo behind the later hit Bandish Bandits and Maza Ma).
- The films used soft lighting, acoustic background music, and naturalistic acting to feel more like a short movie than an advertisement.
Reception & Recall
The campaign was a massive success, garnering millions of views—a significant feat for a corporate brand in 2014. It set the template for the “Amul Recipes” and “Amul Classics” digital content that the brand continues to dominate on social media today.
