50 CHEERS FOR THE 5 DECADES………….

AND THE LESSON WITHINMONOJIT LAHIRI(CONSULTING EDITOR)

CONSUMER BEHAVIOR PROJECT

-BY SNEHAL OBHAN ROLL NO. 20

(T.Y.B.M.M)

ABOUT THE ARTICLE

MONOJIT LAHIRI HAS TRIED TO DECODE SOME OF THE SECRETS OF AMUL’S MARKETIN.

AND WHT INDIAN MARKETRS CAN LARN FROM IT.

VARGHESE KURIEN THE VISIONARY OF WHITE REVOLUTION IN INDIA.

RAHUL DACUNHA AND SYLVESTER DACHUNA OF DACUNHA ADVERTISING, AMULS’S AD AGENCY.

LONGEST RUNNIN OUT DOOR CAMPAING IN THE WORLD.

MARKETING STRATEGY WAS FIRE CATCHING TO REACH ZILLIONS HEARTS AND MINDS FOR 50 YRS.

FLASH BACK TIME -1966

AMUL BUTTER ALREADY IN MARKET FROM 10 YRS.

IT CAME UP AGAINST MORE POPULAR POLSON B UTTER.

COMMUNICATION NEEDED TO BE CONVERTED IN TO ADVANTAGES.

SYLVESTER DACUNHA CREATED COOL BUT SIMPLE SLOGAN “UTTERLY BUTTERLY DELISHIOUS, AMUL”.

THE SLOGAN WAS MUCH CONVINCED TO CONNECT WITH AUDIENCE.

NEXT NEED WAS TO CREATE SOMETHIN MORE VITAL AND CENTRAL.

COUNTER POINT TO THE POPULAR POLSON BUTTER GIRL.

CAME UP WITH UTTERLY DELECTABLE POLKA DOTTE, FROCKED GIRL SMACKING HER LIPS.

NAUGHTY, CUDDLY, INNOCENT, AND SMART, SENSED THEY HAD A WINNER.

FIRST EARLIEST AD “GIVE US THIS DAY OUR DAILY BREAD WITH AMUL BUTTER”.

TILL TODAY CRIES OF “HOW CUTE”, “HOW CLEVER”, AND “HOW SMART” FLAILING THE AIR.

REVIEW’S

“LOVEABLE WONDERFUL, NON-INSTRUCTIVE STYLE COULD HAV NEVER BEEN STRATEGICALLY PLANNED” -SHOBHA DE RECKSON.

“CHARMING CHRONICLER OF OUR TIMES, NOT WITH THE WEIGHTNESS AND GRAVITAS OF HISTORIANS AND ACADEMICIANS, BUT DELIGHTFULLY LIGHT WEIGHTE AND TOUNGE IN CHEEK” - HARSHA BOGLEH

“OUR STRIKE- RATE SEEMS TO BE GOOD BY THE RESPONSE WE RECEIVE.

WE STRIVE TO DO OUR BEST, EVERYDAYT FOR THREE REASONS.

ONE UNCONDITIONAL FSITH,TRUST. TWO THE PEOPLE’S EXPECTATIONS. LASTLY, THE DEEP AWARENESS OF LIVING UP AND

TAKING FORWARD THE GREAT,ICIONIC AMUL BRAND STORY THAT THE NAME SYMBOLISES,” -RAHUL DRAVID

SOCIAL AND MEDIA COMMENTATOR SANTOSH DESAI SUM’S IT UP AND CALLS THESE BILL BOARDS MOVING TIMELINE MARKING WHAT WE HAVE CONSIDERED SIGNIFICANT AT VARIOUS POINTS OF TIME.

A COUNTRY COMING IN TOUCH WITH IT SELFTRANSFORMS BEYOND RECOGNITION.RUNNING COMPLEMENTARY ON EXPERIENCES.ACCOMPANES THE AUDIENCE TO A GLORIOUS

RIDE.

REVIEW OF ARTICLE IN SIMPLE WORDS

CREATING ATRACTIVE, LOVABLE, HUMOROUS NON-INSTRUCTIONAL AD’S.

SETTING MINDS WITHCUTE, CHARMING AND SMARTNESS OF THE AMUL GIRL.

BUILDING UP OLD, TRUTHFULL RELATION WITH ITS CONSUMERS.

AD’S RELATING THE AUDIENCES WITH THEIR DAILY MEAL’S.

THANK YOU