Brand Yatra: Amul’s ‘Utterly Butterly Delicious’ road to being an iconic brand
‘Utterly Butterly Delicious!’ hummed a thumb-sized girl, dressed in a polka-dotted frock and just like that, a star was born -- a ‘pun’ loving star, who with her bold tongue-in-cheek topicals,

Brand
Amul
Current Agency
Da Cunha Associates & Draft FCB Ulka
Past Agencies
Same as above
‘Utterly Butterly Delicious!’ hummed a thumb-sized girl, dressed in a polka-dotted frock and just like that, a star was born -- a ‘pun’ loving star, who with her bold tongue-in-cheek topicals, made way directly into the hearts of millions. The history of the Amul girl can be traced back to 1967, when the first hoarding of Amul came up in Mumbai, and became an instant hit, especially with housewives.
For 30 odd years, the ‘utterly butterly’ girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever. The ultimate compliment to the brand came, when a British company launched a butter product last year, and called it Utterly Butterly. And the brand has managed all this despite spending less than one percent of its revenues on advertising.
It all began in 1966 when Sylvester daCunha, then the Managing Director of the advertising agency ASP, clinched the account for Amul butter, and the agency has been handling the campaign since. All the credit for the brand’s tag line ‘Utterly Butterly Delicious Amul’, the moppet and the yummy spoofs goes to daCunha.
Current Positioning: Consistency in the Charm of the Catchy lines
It is interesting to note that the Amul girl has always been flying high on the hoardings but never seen on television. Amul followed the umbrella branding strategy in its advertising. Amul is the common brand name for the company’s products across categories -- the Amul girl has also been used to advertise Amul ghee and milk. Its ad campaign ‘Amul doodh peeta hai India,’ conceptualised & created by Draft FCB-Ulka, was drafted to proclaim its leadership position, and was targeted at people across all income categories. The corporate campaign ‘The Taste of India’ caters to people belonging to all walks of life and across cultures.
The Amul girl, apart from promoting a $1-billion brand, has been bringing smiles to millions. Where does Amul’s magic actually lie? Many believe that the charm lies in the catchy lines, which revolves on humour that anyone could enjoy.
Rahul daCunha, Creative Director, da Cunha Associates elaborated, “Amul’s advertising has become a little edgier, a little more satirical in the last few years. We tend to focus more on popular culture and Bollywood now. My favourite in the last year was ‘Pow Bhajji’ when Harbhajan Singh slapped Shreeshant, and ‘Jhoota Kahin Kaa’ when the shoe was thrown at George Bush. The Amul ads have been loved so much because the idea is so simple and usually, the topic deals with something that everyone is thinking about, hence instant identification. I have loved every minute of working on the campaign, deciding every week on the topic, and how to visualise the issue, the line, the cartoon along with writer Manish Jhaveri and illustrator Jayant Rane.”
The importance of continuity is reiterated by the client too. Jayen Mehta, GM Marketing, Amul explained, “Amul’s products have evolved over the years. The creative for the butter is released without the client’s approval to ensure that topicality is maintained. And there’s the same continuity in Amul Taste of India as well.” He informed that there’s no fixed budget for Amul advertising, and that the spends vary every year.
An Onlooker’s Perspective: The ‘Indianness’ Works
Prabhakar Mundkur, Chief Executive Officer, PerceptH, said, “Amul’s advertising has been memorable; people were moved by it. Amul butter has followed the same tradition that it had followed in the past. You look forward to Amul Butter ads, and you want to know what the next thing they would say is -- they are entertaining. The ‘Utterly Butterly Delicious’ baseline has gone unchanged for the last 40 years or so -- I am not sure the other Amul brands have the same impact.”
For Prathap P Suthan, National Creative Director, Cheil Communications, however, The Taste of India line is “more meaningful”. He noted, “The brand has perhaps deliberately not explored the potential of the line. Amul has entrenched itself to be the basic milk foods brand of the country, much like what State Bank of India is to banking.”
Speaking on what makes the ad so endearing, Mundkur observed, “They connected with the people. The Amul girl is one of the oldest mascots in Indian advertising along with the Air India Maharaja. By incorporating current events in Amul butter advertising, the brands remains fresh and evergreen.
Suthan agreed, and added that the Indianness of the campaign allowed it to connect so well with the people. He explained, “The Indianness is what they should be continuing to build. Amul is the essence of everything that stands for milky goodness made in India. It's out and out Indian. It's in a strange way the broadest niche brand ever. They can never be a modern contemporary brand with global cues of Haagen Daaz or Bryers etc.”
“The Amul Butter billboards have become a culture by itself. I do not think there has been any Indian moment of significance - whether its sports related, film related, politics related, personality related, achievement related, etc that has not been celebrated cheekily by Amul Butter. I once saw a take on India Shining too -- they called it India Dining. I was touched. It was like getting an award,” stated Suthan.
With advertising and marketing expenditures amounting to less than one percent of its total revenues, Amul stands out for its quality and variety.
Indeed, a Taste of India.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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