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Case
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Reference no. 519-0130-1
Subject category: Marketing
Published by: IBS Center for Management Research
Published in: 2019
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This case study 'Amul Girl: Staying Relevant in the Digital Age' is about the 'Amul Girl', the moppet used by the Anand Milk Union Ltd's (Amul) for brand promotion and advertisement. The Amul Girl had been the face of Amul since 1966 and was considered the longest running advertising campaign in Indian advertising. The case traces the journey of the Amul Girl since inception and lists her crisp and witty takes on Indian and world events, with amusing slogans being used for Amul's brand promotion and product advertisement. The case also describes how Amul used its moppet in different mediums like the radio (1976), television commercials (since 1976 and a fresh start in 1994), and social media like Facebook (2014), Twitter (2014), and YouTube (2014), to increase the engagement rates of its users. It also describes the challenges faced by Amul in using the Amul Girl to connect with the millennial, lack of refreshing content on digital media, and Amul's no celebrity endorsement policy. The case concludes with the steps taken by Amul to be relevant and the launch of its new media strategy.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2011-2019.

Geographical setting

Region:
Asia
Country:
India

Featured company

Anand Milk Union Ltd
Type:
Partnership
Industry:
Food & beverage

About

Abstract

This case study 'Amul Girl: Staying Relevant in the Digital Age' is about the 'Amul Girl', the moppet used by the Anand Milk Union Ltd's (Amul) for brand promotion and advertisement. The Amul Girl had been the face of Amul since 1966 and was considered the longest running advertising campaign in Indian advertising. The case traces the journey of the Amul Girl since inception and lists her crisp and witty takes on Indian and world events, with amusing slogans being used for Amul's brand promotion and product advertisement. The case also describes how Amul used its moppet in different mediums like the radio (1976), television commercials (since 1976 and a fresh start in 1994), and social media like Facebook (2014), Twitter (2014), and YouTube (2014), to increase the engagement rates of its users. It also describes the challenges faced by Amul in using the Amul Girl to connect with the millennial, lack of refreshing content on digital media, and Amul's no celebrity endorsement policy. The case concludes with the steps taken by Amul to be relevant and the launch of its new media strategy.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2011-2019.

Geographical setting

Region:
Asia
Country:
India

Featured company

Anand Milk Union Ltd
Type:
Partnership
Industry:
Food & beverage

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