Amul: Vertical upshot to drive scale and ROI through an off-beat print solution

Amul, a dairy company, increased impressions and sales by creating a unique full page retail ad.

The communication goal

Amul, one of the largest retailer in the country with over 10000 exclusive outlets, 11lacs multi-store retailers wanted an innovative solution that will emphasize their scale, 68+ brands, 650 SKUs & offers, but cost effectively as money saved would go back to the farmer.

The situation analysis

With Amul's A:S <1%, demonstrating 650 SKUs through multiple TVCs was no option.

We knew print proved effective for retail.

A typical full-page retail ad was created with 70-75 SKUs, but our gut told us this wouldn't be effective.

The media solution

Knowing the softness in the market as...

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