Amul
The Taste of Brand Building & Brand Awareness
Zapping through TV channels, every time I happen to come
upon the commercial advertisement of Amul it happens that I watch the whole ad
and than move on. Yes I am talking about none other than “Mero gaam
kathaparey…..”
In my childhood innocence this ad meant nothing more to
me then some commercial ad trying to portray their association with rural India
along with educating people about how they make supply of milk possible. Then
for a long time this ad disappeared from TV. It was a few months back that this
ad made reappearance in new version with its essence untouched. The time
when I first saw this new ad I got goose bumps. For few moments I was speechless
at what it just conveyed in mere 60 seconds. I was awestruck with the presentation
which was not only marketing its umbrella brand but was also paving way for engendering
brand awareness among masses and since then it has become my favourite ad
campaign till now.
Such kind of ad apart from marketing itself leaves a
lasting impression on the viewer and plays a key role in brand awareness.
Without endorsing a public figure for millions this ad is captivating in
itself. The appeal of this ad lies in its simplicity. Nothing beats the common sense
with which this ad is conceived. The intricacies associated herein are worth
noticing. In the new ad campaign they have portrayed women of rural India who
on account of their economic independence that started along with the Amul
co-operative movement have modernized, which cannot be shown in a better way
than showing them competent enough to use modern gadgets like computers and the
latest smart phones. The clarity of the objective behind their campaigning is
conspicuous. Amul by now is already an established brand so it is correctly
focusing on brand awareness along with their inherent marketing. To sustain and
thrive in competitive markets brand awareness becomes imperative. They are
driving up the imagery of their brand.
One of
the best ways of branding to a local market is to create a vision that people of
that place carry in their mind and this is exactly communicated in the ad. They
are creating a picture which shows their perception about modern rural India
with its empowered women who have impact on people across the country. It also
shows different segments of customers they reach and how they touch their
lives. Hence one more feature that is intricately woven which may be minor but
worth noticing is that the ad’s focus and appeal is on
individuals, not the mass. Also the Indianness of the campaign allows it to
connect so well with the people. The jingle or the song is actually in lines with
folk songs from states of India. This paves way for an effective copy.
The ad shows its stakeholders benefiting from it.
It pays to build in customer's needs, aspirations and attitude into your communication; like they have showed
kids and highly active people’s need of nutrition as well as taste as fulfilled
by their products. The ad is full of vibrancy and positivity. It depicts that
with the advent of the brand, happiness has spread in the lives of people
associated with it. It shows how they wish to see their consumer after using
their product, naturally happy! It is a customer psychology that after the
customer gets a good vibe from a company, they make the purchase. The inherent
feature of an ad is to make people notice the brand in such a way that when they
think about a particular product, one of the companies that comes immediately to
their mind is yours.
There is clarity in the message. The lyrics are
very powerful to gain attention and are appropriately woven to give the
intended message. It ends with a testimonial about it's impact on the lives of
people associated with the brand. The bigger picture may be a compilation of
many propositions as shown, but their combined effect comes out as a clear
single image i.e., in the resulted panorama nothing goes haywire. And because
of this simplicity with which various aspects are consolidated the picture as
perceived by the people is exactly same as the brand wants itself to be
perceived. This goes a long way in brand awareness.
One more aspect to the ad is that of
authenticity. People tend to see a commercial only when they believe in its
credibility, otherwise its common that they change the channel. And of course with
all this the essential part: The Taste of India! A catchy slogan is important to
leave an impression on the targeted audience’s mind.
With all
this now I understand the reason behind its captivating power. Companies create
brand awareness to stand out from competitors unless they want to fade away
very quickly. One of the most important elements of a good advertising campaign is creating
brand awareness. The goal is to implant the company’s name and logo into the
subconscious so that people remember you and all that you offer. Brand
awareness is created and maintained through consistency. Like using the same
logo, the same fonts, and same concept with necessary updates to get
assimilated with the period it is
featured. This is how exactly the new version of *Manthan
is.
The bottom line with an advertising
campaign is to get your name out there.
In 2011, Amul was named the Most Trusted brand in the Food
and Beverages sector in The Brand Trust Report,[12] published
by Trust Research Advisory on 18th January, 2011. Amongst India's top 20 brands:
Amul is No. 1.
Amul- Truly
the Toast of India!
Have a look at “Mero gaam
kathaparey…. J”
PS: GCMMF also
run vigorous ad campaigns of its flagship brand through bill-boards which
with its smart and witty topical nature has also become a
social critique that entertains as well as educates. Amul's longest running
advertisement campaign has also found a place in the Guinness Book of
World Records (only the American ‘Smokey Bear’ campaign is older, but
commercial aspects are not associated with it for its propaganda is to protect
forest ecology by preventing forest fires).
