That October, lamp kiosks and the bus sites of the city were splashed with the moppet on a horse. The baseline simply said, Thoroughbread, Utterly Butterly Delicious Amul,. It was a matter of just a few hours before the daCunha office was ringing with calls. Not just adults, even children were calling up to say how much they had liked the ads. "The response was phenomenal," recalls Sylvester daCunha. "We knew our campaign was going to be successful."
The Rebecca Mark favourite
For the first one year the ads made statements of some kind or the other but they had not yet acquired the topical tone. In 1967, Sylvester decided that giving the ads a solid concept would give them extra mileage, more dum, so to say. It was a decision that would stand the daCunhas in good stead in the years to come.
In 1969, when the city first saw the beginning of the Hare Rama Hare Krishna movement, Sylvester daCunha, Mohammad Khan and Usha Bandarkar, then the creative team working on the Amul account came up with a clincher -- 'Hurry Amul, Hurry Hurry'. Bombay reacted to the ad with a fervour that was almost as devout as the Iskon fever.
That was the first of the many topical ads that were in the offing. From then on Amul began playing the role of a social observer. Over the years the campaign acquired that all important Amul touch.
India looked forward to Amul's evocative humour. If the Naxalite movement was the happening thing in Calcutta, Amul would be up there on the hoardings saying, "Bread without Amul Butter, cholbe na cholbe na (won't do, won't do). If there was an Indian Airlines strike Amul would be there again saying, Indian Airlines Won't Fly Without Amul.
There are stories about the butter that people like to relate over cups of tea. "For over 10 years I have been collecting Amul ads. I especially like the ads on the backs of the butter packets, "says Mrs. Sumona Varma. What does she do with these ads? "I have made an album of them to amuse my grandchildren," she laughs. "They are almost part of our culture, aren't they? My grandchildren are already beginning to realise that these ads are not just a source of amusement.
They make them aware of what is happening around them."
Despite some of the negative reactions that the ads have got, DaCunhas have made it a policy not to play it safe. There are numerous ads that are risque in tone.
"We had the option of being sweet and playing it safe, or making an impact. A fine balance had to be struck. We have a campaign that is strong enough to make a statement. I didn't want the hoardings to be pleasant or tame. They have to say something," says Rahul daCunha.
"We ran a couple of ads that created quite a furore," says Sylvester daCunha. "The Indian Airlines one really angered the authorities. They said if they didn't take down the ads they would stop supplying Amul butter on the plane. So ultimately we discontinued the ad," he says laughing. Then there was the time when the Amul girl was shown wearing the Gandhi cap. The high command came down heavy on that one. The Gandhi cap was a symbol of independence, they couldn't have anyone not taking that seriously. So despite their reluctance the hoardings were wiped clean. "Then there was an ad during the Ganpati festival which said, Ganpati Bappa More Ghya (Ganpati Bappa take more). The Shiv Sena people said that if we didn't do something about removing the ad they would come and destroy our office. It is surprising how vigilant the political forces are in this country. Even when the Enron ads (Enr On Or Off) were running, Rebecca Mark wrote to us saying how much she liked them."
Amul's point of view on the MR coffee controversy
There were other instances too. Heroine Addiction, Amul's little joke on Hussain had the artist ringing the daCunhas up to request them for a blow up of the ad. "He said that he had seen the hoarding while passing through a small district in UP. He said he had asked his assistant to take a photograph of himself with the ad because he had found it so funny," says Rahul daCunha in amused tones. Indians do have a sense of humour, afterall.
From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them.
Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun.
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.
AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 25 billion in 2002). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organisation. And of a proven model for dairy development.
Check out this vast and ever-growing range of 'tasteful' Amul delectables!
List of Products Marketed:
Breadspreads:
Cheese Range:
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- Amul Malai Paneer (cottage cheese)
- Utterly Delicious Pizza
Mithaee Range (Ethnic sweets):
UHT Milk Range:
Pure Ghee:
Infant Milk Range:
- Amul Infant Milk Formula 1 (0-6 months)
- Amul Infant Milk Formula 2 ( 6 months above)
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Milk Powders:
Sweetened Condensed Milk:
Fresh Milk:
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- Amul Shakti Standardised Milk 3% fat
- Amul Smart Double Toned Milk 1.5% fat
Curd Products:
Amul Icecreams:
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(Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)
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(Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi Badam Kulfi, Shista Pista Kulfi)
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(Anjir, Roasted Almond)
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(Vanilla, Strawberry, Pineapple, Rose, Chocolate)
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(Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black Currant)
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Sundae Range (Mango, Black Currant, Chocolate, Strawberry)
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(Cheese with Almonds, Dates with Honey)
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Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi)
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Cool Candies (Orange, Mango)
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Cassatta
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Tricone Cones (Butterscotch, Chocolate)
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Megabite Almond Cone
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Frostik - 3 layer chocolate Bar
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Fundoo Range - exclusively for kids
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SlimScoop Fat Free Frozen Dessert (Vanilla, Banana, Mango, Pineapple)
Chocolate & Confectionery:
Brown Beverage:
Dhara Edible Oils:
AMUL – AT INTERNATIONAL LEVEL
EXPORTS
For the second consecutive year Amul’s export turnover has shown growth of nearly 100%. During the year, Amul have been able to consolidate its position in the consumer pack segment as well as demonstrate growth in the exports of bulk-packed milk powders in the Persian Gulf, Africa and Bangladesh markets. For the 8th consecutive year, Amul have received the APEDA Award for Excellence in Exports.
In reviewing Amul’s export performance, it is important to recognize that its export prices are determined by the producer and export subsidies offered by the EU and US governments. Their recent increases in subsidies has severely affected Amul’s price realisation in the international market. Amul have appealed to Indian Government to present our case at the WTO and also raise tariff barriers, within the WTO norms, to protect the domestic market from the inflow of subsidized dairy products from the western world.
People at Amul are proud that their products -- marketed as 'the Taste of India' - continue to receive a positive consumer response in all major international markets. Several leading dairies have reposed their trust in Amul’s products for use as ingredients. This reflects the consistently high standards maintained by Amul’s dairy plants.
- COUNTRIES OF EXPORT:
- WHY PARTICULAR COUNTRIES?
- MODE OF ENTRY
- GOVERNMENT INCENTIVES
- PRODUCTS TO BE EXPORTED
- DISTRIBUTION NETWORK
- WRITE-UP ON PROMOTION
- MAJOR COMPETITORS
- COUNTRIES OF EXPORT:
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 8 years.
Amul is mainly exporting to countries like :
- U.S.A.
- GULF COUNTRIES
- SINGAPORE
- BANGLADESH
- AFRICA
- WHY PARTICULAR COUNTRIES?
According to Amul officials, the Indian population is in good numbers in these countries. They are mainly targeting these Indian population overseas. Another reason for choosing these countries is good market potential and good distribution infrastructure.
- MODE OF ENTRY
Amul entered countries like USA , Gulf countries and Singapore through appointing a distributor ( importer) overseas. These distributors then appoint wholesalers and then in turn to retailers over there. Amul also has its office & warehouse in Dubai for distributing its goods in Middle East countries. For USA and Singapore, the company export its products directly to the distributors over there. Amul is using Water transport for exporting its products to foreign countries.
4. GOVERNMENT INCENTIVES
There is no incentive provided by the government for exporting the AMUL’s products.
- PRODUCTS TO BE EXPORTED
The major export products are:
Consumer Packs
- Amul Pure Ghee
- Amul Butter
- Amul Srikhand
- Amul Full Cream Milk Powder
- Amul Mithaee Gulabjamun
- Amul Skimmed Milk Powder
- Nutramul Brown Beverage
- Amul Spray Infant Milk food
- Amul Cheese
- Amul malai paneer
- Bulk Packs
- Amul skimmed milk powder
- Amul full cream milk powder
- DISTRIBUTION NETWORK
WAREHOUSE ( only in Dubai for Middle-East countries )
IMPORTER (Distributors )
WHOLESELLER
RETAILER
USA :
Amul have developed a special packaging for the products to be marketed in the United States, complete with Nutritional Information, Toll free No., Barcode and other information stipulated by the US Laws.
These products are imported and distributed in the United States by:
Kanan Dairy Products Inc.
17W220 22nd Street
Oak Brook Terrace, Illinois 60181
Email:
Contact Toll Free at : 1-877-BUY AMUL
Website : www.kanandairy.com
GULF COUNTRIES :
Amul Products are being exported to the Gulf since last three decades. Undoubtedly, Amul is the preferred taste for Indians in the Gulf !
These products are imported and distributed in Gulf Countries by:
Amul’s Distributors:
- WRITE-UP ON PROMOTION
Promotion is considered to be a most important tool by Amul for making Amul’s products well known in overseas market. Amul is mainly using mass media for promoting its products in overseas markets. The major types of mass media used by Amul overseas are Broadcast and Print media. Amul is also using in shop promotions and hiring space in shopping mauls.
- MAJOR COMPETITORS
MAJOR COMPETITORS OF AMUL IN GIVEN MARKET ARE :
SUBMITTED TO:
PROF. RAHUL NAIK
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MALAV (03)
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