"Utterly butterly delicious amul"..is the tagline of the leading brand amul.Oh now does the jingle come in your mind with the music too?Amul (Anand Milk Union Limited), formed in 1946, was a dairy cooperative movement in India.
The Amul revolution was started as an awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity.Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others.
In January 2006, Amul launched India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade.
When one thinks about the amul ads or hoardings..we tend to draw a picture of the chubby and blue-haired amul girl who is a part of all its sketchings.The puns in the various ads are its major catch.
The brand is successful in its promotion as its advertisements appeal to the masses because of the realistic situations highlighted in the hoardings in the form of hillarious statements.
The chairman,Dr.Kurien says,"Amul is the epitome of a unique model of cooperative development called the Amul Pattern. It is also the spearhead of the cooperative movement in India.For the farmers, Amul brings the power to direct their own destinies.
Membership brings them the freedom that arises from secure livelihoods. For our women members, Amul means assured employment, additional income in the household kitty and the growing empowerment from creating and controlling that income. For the girl child, Amul translates into education and consequent emancipation. The consumer sees Amul as a guarantor of assured quality and of value for her hard earned money. "
Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, from strategically placed hoardings at many traffic lights. She is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). How often have we stopped, looked, chuckled at the Amul hoarding that casts her sometime as the coy, shy Madhuri, a bold sensuous Urmila or simply as herself, dressed in her little polka dotted dress and a red and white bow, holding out her favourite packet of butter.
Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun.