Striking a balance with branded content strategies in India

Telling genuine stories that resonates with consumers must be a priority for any successful branded content strategy, according to panellists from Amul, Colgate-Palmolive and TVF.

Dairy products brand Amul was probably the first organisation in India that experimented with branded content way back in the year 1976, when the term ‘brand content’ had not even been coined yet.

The story of Amul was captured through a full-length Hindi feature film called ‘’ (Churning). The film traces the origins of the movement through a fictionalised narrative centred on a young veterinary surgeon, played by , a character based on the then chief, the 33-year-old , who joined hands with local social worker, , which led to the setting up of a local milk cooperative, in Anand, Gujarat.

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