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...