Amul: TRP-shattering rendezvous with a nostalgic Ravana and the epic Kauravas

Amul, an Indian dairy state government cooperative society, launched a campaign in India to maximise attention and ensure the brand was omnipresent amidst the lockdown chaos.

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...

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