The communication goal
Covid created unusual circumstances which forced people to stay indoors. The aim was to maximize attention & ensure Amul was omnipresent amidst the lockdown chaos.
The situation analysis
During lockdown, large families spent a lot of time together, reminiscing good old days. Nostalgia was centre stage in media. Due to absence of new content, old popular content started replaying Also, people turned to spirituality in times of distress but could not actually go to any religious places.
Amul was on the lookout for opportunities to reach its audiences. We had to look for a solution that straddled...