Mumbai: Gujarat Co-operative Milk Marketing Federation (GCMMF) Ltd.is India’s largest producer and marketer of milk and milk products under the iconic brand Amul. Given its stature Amul is uniquely placed to educate the Indian consumer about the goodness of milk and milk products through its new “Eats Milk with Every Meal” campaign.
The campaign brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The tone of the campaign is quirky and resonates well across audiences.
R S Sodhi, Managing Director GCMMF Ltd. said that “Milk and milk products form an integral part of the diet of every Indian. However, in this era of fast food, we do not want the goodness of milk in our food to be compromised. This campaign forms a part of our efforts to re-position milk and make our entire range of Amul dairy products trendy and appealing to all.”
The press campaign will be published in leading National English dailies. The campaign will be extended in the digital space too. An app on Facebook and a microsite will be designed where users can create their own memes with messages using their friends’ pictures.
“We positioned Milk as the “Worlds original energy drink” in our earlier campaigns. This campaign provides us with a unique opportunity to showcase the goodness of the entire range of Amul products and make milk, in its various forms, an integral part of every meal” says Nitin Karkare, Chief Operating Officer, Mumbai, Draftfcb Ulka.
Haresh Moorjani, Group Creative Director, Draftfcb Ulka says “The idea was to make dairy products part of consumers daily diet but in an exciting and interesting manner. The concept of memes was adopted to make the communication humorous and contemporary.”
Brand: Amul Corporate
Agency : Draftf FCB Ulka, Mumbai
National Creative Director: K S Chakravarthy
Creative Team : Haresh Moorjani, Mehul Patil, Bhushan Pandit, Varun Sharma & Chaitanya Joshi
Account Management: Ruta Patel, Pranay Merchant & Rohan Patil