Amul - Utterly Butterly Delicious!

I can't even begin to explain what an important brand Amul is! Tell me one Indian who didn't have this Utterly Butterly Delicious butter in his childhood! Or as an adult smiled at the advert in the newspaper!
Even though the branding changed today - The girl mascot so totally stay and how!

A little girl's illustration with a slogan like "utterly butterly delicious" - still rings in my head when i see this brand. The marketing was fantastic the product was i think the only one of it's kind at the time. Well atleast the only one with a real branding and campaigns. So, it constantly played on tv and we saw the ads in the paper and ofcourse in the fridge!

Amul is another histroic brand from the 1960s. The first day it put it's hoarding up with a little girl "spreading" the message - it became the talk of the town and the country soon to follow. For ages it was just the butter.. You would walk into the grocery store and blindly ask for AMUL and not butter.

Their adverts were fantastic! Because these were hand illustrated - they always maintained the old world charm about them - but at the same time they were up to date with the latest happenings and events in - the parliament, bollywood, stock market or fashion trends - which made them so easy to relate to and constantly be the buss of the nation. They followed the KISS (keep it simple stupid) rule perfectly.. humble ads that related to every household and with no extra effort! Ofcourse there was effort from teh creative teams behind the scene who were wracking their brains every day for this ripple effect!

Amitabh Bachhan - Kaun Banega Crorepati

Gladiator

Bollywood movie

These a minor percentage of the the ads.. They should have an art exhibition with this classics!

A few decade ago.. The milk, paneer, chocolates and ice creams came in and made this product grow roots so deep into the indian market that no new brand has been able to shake it. Sure we have Britannia and mother dairy - which is divided amongst sections of people - but amul rules the masses! THe smallest town in India sells Amul.

The newest addition to the Brand has been the sugar free ice creams. With the new trend of DIET food - this hits the nail on the head! Love the packaging. The colors and photography and the spaced out layouts.. So unlike what you get to see in India - up until now anyway..!

Read more about the histroy of this brand on their website