Amul: Amul's mantra of how prudent media election can help create one of the buzziest brands in a post-Covid era

Indian dairy brand Amul created a campaign to boost consumer trust and confidence and grow sales 15% despite the Covid-19 pandemic and a limited budget.

The marketing objective

"Bit by bit, whatever you see to be petty becomes plenty"

This is a story of Amul's PRUDENT media strategy, METICULOUSLY seeded with agile thinking and sound consumer understanding. Spotting, leveraging & creating opportunities, no other brand dared dream of.

Our core marketing objectives in a post-Covid, yet recovering India:

  1. Maintain consumer TRUST and CONFIDENCE through constant visibility
  2. Ensure Sales growth 15%
  3. Enable the above through new opportunities given a fluid market, media, consumer situation

The Target Audience

With a portfolio of 75+ brands, Amul is present across breakfast, lunch, dinner from Milk, Butter, Cheese, Ghee. Catering...

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