Amul: How Amul strengthened its position despite a pandemic

Amul, an Indian dairy state government cooperative society, launched a campaign in India to substantially increase visibility, seed assurance and build trust and confidence whilst leveraging nostalgia.

The marketing objective

They say, 'No matter what happens, life must go on'. This is a story of how Amul's pivoted and transformed to keep up with the new norms that emerged during the pandemic.

Our marketing objectives:

  1. To maintain sales stability even during the pandemic
  2. Maintain trust and confidence amongst consumers with an assurance of availability always
  3. Explore opportunities in the new paradigm, given a fluid market situation

In short, we had to win against all odds.

The Target Audience

Amul - the largest Indian and 7th largest global dairy brand faced its own set of challenges during the...

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