Amul Going Forward….
Amul Going Forward….
Overview
Overview
Amul is one of those brands that has been around for so long that you almost don't question it anymore.
It's familiar. It's iconic. And it has somehow managed to stay relevant for decades.
But while going through Amul's digital presence, I started wondering if being iconic automatically means being relevant?
Because the way we consume content has changed quite a bit. We scroll through hundreds of things every day, brands are trying really hard to get our attention and trends disappear almost as quickly as they appear.
So I wanted to understand where Amul stands in all of this. Also explored Amul going global and expanding its market share.
Amul is one of those brands that has been around for so long that you almost don't question it anymore.
It's familiar. It's iconic. And it has somehow managed to stay relevant for decades.
But while going through Amul's digital presence, I started wondering if being iconic automatically means being relevant?
Because the way we consume content has changed quite a bit. We scroll through hundreds of things every day, brands are trying really hard to get our attention and trends disappear almost as quickly as they appear.
So I wanted to understand where Amul stands in all of this. Also explored Amul going global and expanding its market share.
Duration
Duration
3 Days
3 Days
What works for Amul?
What works for Amul?
Amul does a lot of things right, that come from years of consistency and staying true to their brand.
Purpose-driven advertising: Their ads go beyond aesthetics and often comment on current events, cultural moments, and the state of the world.
Platform-specific content: Amul adapts its digital content according to the platform, recognising that audiences and content consumption behaviours differ across Instagram, Facebook, Twitter/X, and YouTube.
Affordable product range: Amul offers a wide variety of products at accessible price points, allowing it to cater to a large consumer base.
Strong brand identity: The brand has a well-established and instantly recognisable identity, anchored by its iconic mascot, the Amul Girl.
Nationalistic positioning: Amul has successfully ingrained nationalism into its branding, leveraging the appeal and trust associated with being “Made in India.”
Nostalgia and trust: Its memorable tagline and jingle, “Amul Doodh Peeta Hai India,” evoke nostalgia and reinforce the trust consumers have built with the brand over generations.
Amul does a lot of things right, that come from years of consistency and staying true to their brand.
Purpose-driven advertising: Their ads go beyond aesthetics and often comment on current events, cultural moments, and the state of the world.
Platform-specific content: Amul adapts its digital content according to the platform, recognising that audiences and content consumption behaviours differ across Instagram, Facebook, Twitter/X, and YouTube.
Affordable product range: Amul offers a wide variety of products at accessible price points, allowing it to cater to a large consumer base.
Strong brand identity: The brand has a well-established and instantly recognisable identity, anchored by its iconic mascot, the Amul Girl.
Nationalistic positioning: Amul has successfully ingrained nationalism into its branding, leveraging the appeal and trust associated with being “Made in India.”
Nostalgia and trust: Its memorable tagline and jingle, “Amul Doodh Peeta Hai India,” evoke nostalgia and reinforce the trust consumers have built with the brand over generations.
So what lacks?
So what lacks?
There are certain sectors where it is lacking in this fast and competitive market reducing its credibility and profitability:
Prices not clearly visible: The pricing is not prominently displayed on some packaging, which can make it less convenient for consumers.
Limited marketing for certain product categories: Products such as chocolates and cookies have relatively low marketing visibility, making them less memorable compared to Amul's dairy products.
Inconsistent packaging: Packaging can vary depending on the production unit, which may create confusion and raise doubts about product authenticity.
Lack of visual consistency across products: Different product categories often follow completely different aesthetics, making it difficult to immediately recognise them as part of the same parent brand.
Limited influencer and campaign marketing: Compared to many contemporary FMCG brands, Amul has relatively less visible influencer-led and campaign-based marketing for engaging younger audiences.
There are certain sectors where it is lacking in this fast and competitive market reducing its credibility and profitability:
Prices not clearly visible: The pricing is not prominently displayed on some packaging, which can make it less convenient for consumers.
Limited marketing for certain product categories: Products such as chocolates and cookies have relatively low marketing visibility, making them less memorable compared to Amul's dairy products.
Inconsistent packaging: Packaging can vary depending on the production unit, which may create confusion and raise doubts about product authenticity.
Lack of visual consistency across products: Different product categories often follow completely different aesthetics, making it difficult to immediately recognise them as part of the same parent brand.
Limited influencer and campaign marketing: Compared to many contemporary FMCG brands, Amul has relatively less visible influencer-led and campaign-based marketing for engaging younger audiences.
Going Forward
Going Forward
This is how Amul may build on its iconic identity while becoming more relevant to newer audiences and evolving consumer trends:
Combine “Taste of India” with local cues: Integrate the Amul Girl more thoughtfully by dressing her in regional outfits and incorporating local cultural elements into campaigns.
Tap into influencer marketing: Collaborate with a beloved, nationally recognised influencer who can become a strong digital face of the brand.
Take the brand global: Introduce a new campaign or jingle around “Taste of India Goes Global” to position Amul as an Indian brand with global appeal.
Create a unified packaging system: Establish greater consistency across product categories while adapting elements of Amul Butter’s iconic packaging and visual identity for chocolates, cookies, and other products.
Ride the healthy lifestyle wave: Market Amul's protein products more actively and make them more accessible to consumers looking for convenient, high-protein options.
This is how Amul may build on its iconic identity while becoming more relevant to newer audiences and evolving consumer trends:
Combine “Taste of India” with local cues: Integrate the Amul Girl more thoughtfully by dressing her in regional outfits and incorporating local cultural elements into campaigns.
Tap into influencer marketing: Collaborate with a beloved, nationally recognised influencer who can become a strong digital face of the brand.
Take the brand global: Introduce a new campaign or jingle around “Taste of India Goes Global” to position Amul as an Indian brand with global appeal.
Create a unified packaging system: Establish greater consistency across product categories while adapting elements of Amul Butter’s iconic packaging and visual identity for chocolates, cookies, and other products.
Ride the healthy lifestyle wave: Market Amul's protein products more actively and make them more accessible to consumers looking for convenient, high-protein options.
Bhawanjot Kaur ²⁰²⁶
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Bhawanjot Kaur ²⁰²⁶
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