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Amul Girl
Marketing

THE CAMPAIGN OF THE CENTURY BY AN INDIAN BRAND

The campaign of the century by an Indian Brand has to be one of the most revolving campaigns over decades by AMUL India. The campaign is still running strong for over 50 years now. They are so consistent with the success of the campaign that they have never changed its Mascot ever since its inception.

AMUL Girl, the fictional child mascot of Anand Milk Union Limited also known as AMUL India was the creation of an ad agency in Mumbai. They found Shobha Tharoor’s (daughter of Shashi Tharoor) image as the right match after closely viewing nearly 700 plus photos of babies to get inspiration, Amul girl was then created by Eustace Fernandes, the art director of DaCunha Communications in 1966.

HERE ARE THE TOP REASONS FOR THE SUCCESS OF THE AMUL GIRL MASCOT

Amul Girl |Blog Melville Menezes
AMUL Girl
TRADEMARK

The creation of a fictional character mascot AMUL girl increased the ASP of the brand Amul. They kept adopting different campaigns over times using the same mascot, it worked. Thus they turned it to be its trademark, an identity for the brand.

NO STAR POLICY

Ever seen a star promoting AMUL? The answer is NO. This is because to avoid brand damage a star or an influencer may cause due to personal attributes. An ambassador is a risk for any brand. AMUL has always avoided having their role in promoting its product rather stuck with its very own creation – Amul Girl

BRANDING OPPORTUNITY

AMUL has never missed an opportunity to branding. They have struck for opportunities every occasion. AMUL Girl has been their greatest strength in marketing through different series of episodes. Thus, allowing them to use the mascot in branding.

SOCIAL PRESENCE

The social presence of AMUL has never changed since the inception of AMUL GIRL. That’s one way to attract users. AMUL Girl’s post gets instant viral.

NO COMPETITION

To date, no one has come close to compete with AMUL with its marketing. No brand can pull off a campaign with one ambassador for more than 50 years, but AMUL did it.

This Indian AMUL Mascot has come way far with her presence itself. A mascot that was created to attract children has now attracted the whole world with pure marketing dominance. What Amul has achieved, no other brand can achieve in the near future and it’s true. The dominance of AMUL Girl will be forever. Thus recognized as the campaign of the century.

What are the other reasons for the success of AMUL Girl? Comment below.

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Melville Menezes | Co-Founder Unfiltered Entreprise | Student | Blogger |