Amul Milk: How the world's youngest nation turned to the world's original energy drink

This case study explains how Amul, an Indian dairy cooperative, tackled slowing milk consumption by presenting it as a natural energy drink to appeal to young people.

Amul Milk: How the world's youngest nation turned to the world's original energy drink

Sunil Shetty and Jeenal Patel

Campaign details

Brand owner: Gujarat Cooperative Milk Marketing FederationLead agency: FCB UlkaBrand: Amul MilkCountry: IndiaIndustry Dairy products, fats, oilsChannels used: Cinema, Internet - general, Packaging and design, Radio, Social media, Sponsorship - event, property, Sponsorship - media, TelevisionMedia budget: 500k - 1 million

Executive summary

This case study describes how Amul tackled slowing Indian milk consumption by presenting it as a natural energy drink to appeal to young...

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