GCMMF (Amul): #SimpleHomemadeRecipes Amul’s non-stop, live recipe show with 3300 Amul chefs

Amul, an Indian dairy state government cooperative society, launched a campaign in India to aid people to cook easy and exotic recipes, making cooking an enjoyable experience.

The communication goal

Most people were personally cooking in the lockdown with no cooks and no outside food. The goal was to aid people to cook some easy & exotic recipes, making cooking an enjoyable experience.

The situation analysis

The pandemic threw everything we knew out of gear.

For Amul, the HORECA (Hotels, Restaurants, Catering) business accounts for a sizeable chunk of its turnover. A nationwide lockdown brought this business to a total halt, impacting Amul's bulk business heavily. Empty hotels and restaurants, alongside idle chefs, stalled Amul's bulk orders.

We saw a search trend, where people were seeking innovative...

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