India’s largest food products marketing organization, Gujarat Co-operative Milk Marketing Federation Ltd., which markets the popular Amul brand of milk and dairy products takes pride in being one of the biggest FMCG companies in India. Today, it handles brand AMUL worth Rs. 53,000 Crores and is the biggest cooperative owned by 36 lac farmers of Gujarat.
AMUL is not only synonymous with the best cooperative model and farmer’s faith in cooperative structure but also with marketing and advertising strategies it has adopted to make it the most preferred brand of dairy products. To add one more feather to its cap, Dr. R S Sodhi, Managing Director, GCMMF (AMUL) has been awarded ‘Business Leader of the Year” and Shri Jayen Mehta, Senior General Manager (Planning & Marketing), awarded Marketer of the Year – FMCG – Food by International Advertising Association on 24th September 2021 at Mumbai.
The IAA (International Advertising Association) leadership awards, which honor individuals in the fields of marketing, advertising, and media every year, were presented by Maharashtra Governor Bhagat Singh Koshyari, chief guest at the function.
IAA President, Megha Tata said “It is so rewarding to see the best in the business taking the time to be here and accepting these awards tonight. While I can describe our leaders tonight in many ways, I would just like to say that these unprecedented times call for unprecedented leadership and our leaders today definitely delivered on that.”
After receiving the award Dr R S Sodhi, thanked International Advertising Association for acknowledging the efforts of the farmers’ organization. He presented insights into the Amul campaign. “There are four Ps. First is product where the customer must say it was better than his expectations, it should be pure and unchanged like our butter. Pricing should be affordable, and farmers must get the best price. For promotion, we used umbrella branding to cut cost. Consistency in communication was the main pillar for Amul advertising and marketing strategy,” he said, mentioning creative advertising in the language of a particular place as the fourth P.
Amul is one of the first Indian brands to have recognized the importance of branding and advertising in the 1950’s and started its iconic advertising campaign with the Amul Butter girl and her iconic positioning, “Utterly Butterly Delicious, Amul”. Through its “Amul – The Taste of India”, “Amul Doodh Peeta Hai India” and its iconic “Utterly Butterly Delicious” campaigns, the 75-year-old brand remains to be young at heart and is recognized by every member of an Indian household. This is a result of its focus on consistency in communication, advertising team and marketing philosophy. Even today, Amul spends less than 1% of its total budget in advertising, yet it is India’s most beloved brand year after year.
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