Amul Manthan
Anushka Singh
Campaign details
Brand owner: GCMMFLead agency: FCB UlkaBrand: AmulCountry: IndiaIndustry: Dairy products, fats, oilsChannels used: Television - direct response, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This case study tells the story of how India's leading dairy player, Amul, used face-to-face social engagement at a grassroots level to connect with women farmers and empower them by opening up a source of livelihood.
Next-generation women farmers in Gujarat were moving out of dairy farming lured by a city-life dream, but their...