Summary
- Campaign: Amul congratulated D. Gukesh on becoming the youngest-ever world chess champion.
- Target Audience: Chess enthusiasts, sports fans, and the general public.
- Impact: The ad garnered significant attention, highlighting Gukesh’s historic win and Amul’s ability to tap into current events with witty and creative messaging.
Amul, renowned for its quick and witty topical advertisements, seized the opportunity to celebrate D. Gukesh’s extraordinary achievement of becoming the youngest-ever world chess champion. The ad playfully connected Gukesh’s victory to Amul’s popular butter brand, using the tagline “India’s Grandmaska.”
The visual element of the ad was a chessboard with the Amul girl, the brand’s iconic mascot, making a strategic move. This creative representation not only acknowledged Gukesh’s brilliance but also subtly incorporated Amul’s brand identity.
The ad was widely shared on social media platforms, generating positive buzz and congratulatory messages for the young chess prodigy. It showcased Amul’s ability to connect with the younger generation and celebrate their accomplishments in a light-hearted and engaging manner.
