Amul: How Amul celebrated 75 years of milk and progress through 'un-media-like' off-beat media interventions

Amul, a dairy company, advised the Times of India to pull out archived news articles on Amul and carry them on a front-page flap to celebrate the brand's 75-year anniversary.

The communication goal

  1. To celebrate the momentous occasion of Amul completing 75 years of MILK and PROGRESS
  2. Leverage this occasion to seed in Credibility and Trust in the minds of our consumers, who were yet recovering from the COVID aftermath

The situation analysis

With COVID still looming large, consumers were wary.

Safety and Hygiene was paramount.

The choice was quality packaged goods over loose.

Seeding in Trust and Assurance was paramount Amul was to attain 75 years of having served the nation.

This was not just any corporate milestone.

It was a celebration of making milk available to the common...

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