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...

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