New Delhi: Would an Amul boy outwit the cute girl in polka dotted dress and with a blue hair bun? Never, say her creators.
The Amul girl is far cuter than an Amul boy. She has far greater appeal, says Rahul DaCunha, Managing Director and Creative Head, DaCunha Communications, the advertising agency behind the popular hoardings.
We are 50 years young!!, that's what the hoarding for the Amul girl at 50 be like.
The success of Amul is no accident. It was Dr Kurien's understanding of how brands work, of the importance of building brands, of the focus on quality, value for money and customer centricity as a bedrock of all that Amul did, which has made Amul the behemoth that it is.
Consider these pearls of wisdom from Dr Kurien culled from speeches that he made as chairman of the Gujarat Co-operative Milk Marketing Federation over the years.
For the Consumer,Amulsimply means 'Value For Money' and Quality as it should be. Our brand name touches an emotional chord with her:Amulmeans a range of superior products, consumed by every age group, and a favourite in every part of our diverse land.Amulmakes each bite that much more special because in our humble way, we care for feelings that are truly Indian.
And a few years later...
In the thick of the retail FDI debate, General VK Singh made a statement that went by largely unnoticed. Pitching Amul model against FDI in retail, he said the former is an excellent model to empower farmers.
The statement warrants a closer study of the Amul model for more reasons than one.
First and foremost, it seeks to compare the co-operative model with the corporate-run, contract farming model.
Amul is a network of 31 lakh dairy farmers, who are members of more than 15,000 village co-operatives. Milk producers sell their produce to village co-operatives, which is affiliated to district milk co-operative union and then in turn to the state level milk marketing federation. The model essentially helped farmers to end the strangle hold of the middlemen.
Employees tend to an ice cream prodution line at the Mother Dairy factory, which manufactures the Amul brand of ice cream, at Bhatt village on the outskirts of Ahmedabad on May 30, 2012. Amul Ice Cream accounts for some 40 percent of the Indian ice cream market, with peak demand during the hot summer months.
Employees tend to an ice cream prodution line at the Mother Dairy factory, which manufactures the Amul brand of ice cream, at Bhatt village on the outskirts of Ahmedabad on May 30, 2012. Amul Ice Cream accounts for some 40 percent of the Indian ice cream market, with peak demand during the hot summer months.
An employee tends to an ice cream prodution line at the Mother Dairy factory, which manufactures the Amul brand of ice cream, at Bhatt village on the outskirts of Ahmedabad on May 30, 2012. Amul Ice Cream accounts for some 40 percent of the Indian ice cream market, with peak demand during the hot summer months.
