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Juggernaut of Creativity
Highlights
Any random visit to grocery store in India would encounter the consumer with Amul products in the dairy section. Be it milk, paneer, curd, cream, lassi or my favourite Amul Kool. Amul’s monopoly in the dairy industry is evident. It is a known fact that Amul has been one of the most trusted and successful dairy brands of India.
The unique and social satirical ads by Amul are loved by everyone making it truly "Amul- The taste of advertisements"
Any random visit to grocery store in India would encounter the consumer with Amul products in the dairy section. Be it milk, paneer, curd, cream, lassi or my favourite Amul Kool. Amul’s monopoly in the dairy industry is evident. It is a known fact that Amul has been one of the most trusted and successful dairy brands of India.
And why not, just like other famous brands, Amul too has earned this reputation and fame over the years with consistent quality, new products and good will. But Amul is not just confined to the milk in morning tea, it is even the day started in the newspapers. Among other things, Amul is well known for its consistent advertising in newspapers. The brand, which is a year older than independent India, has churned out some of the best print ads of all time.
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It was in 1966 that Amul hired daCunha Communications, who designed a series of hoarding with ads relating to everyday issues. The popularity and consistency of Amul advertisements got it a Guinness World Record for the longest running ad campaign in the world. And these ad campaigns were so brilliantly made by efforts of famous cartoon artists like Kumar Morey.
While the ads feature upcoming film stars through the mascot Amul girl, famous movies (like the recent ‘Baahubali’, where Prabhas was seen with fingers dipped in Amul butter, as Avantika offers a slice of bread while adjusting a plate full of butter on it), it also has spoofs and satirical messages on politics and ongoing controversies and scams, for instance satire on popular figures like Jagmohan Dalmiya, Satyam Computers, Subrata Roy and Suresh Kalmadi. Having ads based on the latter is not easy and maintaining consistency is further difficult. But Amul hasn’t backed off.
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Despite landing in several controversies and receiving legal notices, lampooning in these ads is sportively received by politicians, anarchists and popular figures. In wake of the upcoming Assembly elections, Amul’s recent advertisement captioned ‘Kiska Patna Katega?’ wittily portrays the mounting electoral battle between BJP and the alliance of Congress, Rashtriya Janata Dal (RJD) and Janata Dal (United).
Besides this, Amul has had some thought provoking and anti-authoritarian print ads like the one in 2013, where the Amul girl bids an adieu to freedom of choice after the Supreme Court overruled the verdict of Delhi High Court and criminalised homosexuality again. Other bold print ads by Amul are the ones dating back to the 1970s, which condemned virginity test of Indian women at UK airport.
While mentioning these, one cannot forget the take of Amul on sterilisation drive during the emergency period in India captioned ‘We’ve always practised compulsory sterilisation’. The one which criticises moral policing against Public Display of Affection (PDA) in India, take the cake. Leaving you to some of the classic print ads by Amul, have fun.
By:Tushar Kalawatia
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