Amul: The World's Largest Live Recipe Show on Facebook

India's largest food brand, Amul, turned to live cooking demonstrations to uplift sentiments towards the catering industry, strengthen its relationship with chefs and boost consumer engagement.

Campaign details

Brand: AmulBrand owner: Gujarat Cooperative Milk Marketing Federation Limited (Amul)Agency: In-houseMarket: IndiaIndustries: Milk & dairy drinksMedia channels: Livestreaming, Online video, Social mediaBudget: No budget

Executive summary

Following the impact of COVID-19 globally, lockdown was imposed across India from 25 March 2020. The hotel, restaurant and catering (HoReCa) industry was heavily affected. The future of the industry was not promising. Additionally, consumers sitting at home spent the day preparing meals and watching videos. Amul, India’s largest food brand, with US$7bn turnover, decided to connect them with...

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