The Amul Girl

A study on "AMUL GIRL"

1. THE AMUL GIRL *Pictures source: Google images

2. AMUL ( Anand Milk Union Ltd.) Amul  is an Indian dairy cooperative, based at  Anand  in the state of Gujarat, India. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. Selling in around 15 states of India and more than 37 countries including China, UAE, Singapore etc. Dominating Indian Butter Market with 85% Market share . Pictures source: Google images

3. Advertisement and Campaigning In 1966, Amul hired Sylvester daCunha to design an ad campaign for Amul Butter. DaCunha designed a campaign as series of hoardings with topical ads, relating to day-to-day issues. It earned a Guinness world record for the longest running ad campaign in the world. In the 1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar have been involved with sketching the Amul ads They were against the trend of using celebrities in advertisement campaigns

4. Advertising through - The Amul Girl  The Amul girl is a hand-drawn cartoon of a young Indian girl dressed in a polka dotted frock with blue hair and a half pony tied up The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. Amul Girl - Utterly Butterly Delicious campaign was highly successful in Indian Market The Amul girl advertising have often been described as one of the best Indian Advertising concepts because of their humour. Picture source: Google images

5. REPRESENTATION Amul is known for taking up current affairs as part of its campaign-advertisements Represents events pertaining to a broad range such as movies, political issues, sports etc. It also represents humour, mockery and pun T wo books have been launched containing collection of advertisements along with an app “ A mul world” to make it more popular.

6. Identity and Symbolism AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. In 1967 Amul introduced the cute little moppet girl wearing a polka-dotted frock as its mascot (symbol) and made her a part of our lives. Amul continues to show the same six-year-old girl in the “Utterly butterly delicious” advertisement of Amul butter, which reflects that the brand never gets old. She just comes in so casually each time with an all new dimension to something already existing, either making fun of it or mocking at it.

7.   DaCunha, targets audience starting from consumers aged five to people in their 70s. Caters to all income groups, consumers or non consumers of the A mul product. Agency Discourse Discourse means to speak or write authoritatively about a certain topic. Amul advertisements ,to a certain extent, mock the trending events . Controversies related to these ads have been raised such as the one related to the incidences pertaining Satyam Computers, Subrata Roy Sahara, Suresh Kalmadi etc.

8. When BJP secured absolute majority in 2014 Lok Sabha elections When Salman Khan was appointed as India's ambassador for Rio 2016 *Pictures source: Google images

9. Ad depicting the erstwhile Satyam Computers scam. Amul was served legal notice for this ad. *Pictures source: Google images