How Amul leveraged sponsorships to achieve sales goals using sound business acumen

Amul, a co-operative with a large portfolio of brands, took to popular TV shows to spread customised brand messages and boost sales opportunities for its different brands in India.

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...

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