The Communication Goal & Situational Analysis
In a tough year Amul undertook ambitious plans of massive expansion.. expansion in distribution, expansion in capacity and expansion in markets.
Thus, products like Cheese, Chocolates, Ghee, Dahi & Ice cream saw a 2x expansion in capacity.
Amul is a co-operative and takes pride in the fact that they work with an A:S ratio of <1%.
A large portfolio of 55+ brands, each with individual sales targets.
Media needed to go beyond awareness to create opportunities for tutoring and sales.
The Media Solution & Scale of Execution
We knew we had to do something very different in this space to help the brand.
We needed to re-craft the show content to tutor our consumers about our products, their goodness & usage, and ensure sales-led brand interventions so that demonstration led to trial.