Amul is a leading dairy cooperative in India, founded in 1946 in Gujarat. It is known for its wide range of products, such as milk, butter, cheese, ice cream, and more. Amul has a strong brand image and a loyal customer base, thanks to its quality, innovation, and marketing strategies.
Some of the marketing strategies that Amul uses are:
Moment marketing: Amul is famous for its topical ads, which comment on current events and social issues with humor and wit. The ads feature the Amul girl, a cute and chubby mascot, along with catchy slogans and puns. The ads are displayed on billboards, newspapers, and social media platforms, and often go viral for their relevance and creativity.
Umbrella branding: Amul sells all its products under one brand name, which helps in creating a consistent and recognizable identity. Amul’s tagline, “The taste of India”, reflects its vision of providing the best dairy products to the nation.