Professional Documents
Culture Documents
Amul Project
Amul Project
on
“AMUL” ad
Submitted by:
This is the story of Amul. A folk song plays to clips from the movie Manthan that talks about the
economic hardships rural women in India faced after independence, a new co-operative called amul
(anand milk union ltd) was formed to help them. Today, Amul has grown to become Asia's biggest dairy
company, which is still owned by these farmers.
"mare ghar jhanjar laxmi ke baje"(in my house, the bells of wealth ring) was a line that was added
Here are the women Milk is being used for This is amul plant “aa gayi khushiyo ki
that bringing milk to making other which has caused to fuar” this showing
their home. products even at bring changes in this is time for
There is happiness home . development celebration.
among them after This is showing usage No more despair
having amul milk of milk. among villagers .
PIC IX PIC X PIC XI PIC XII
Milk’s container are This pic showing that This pic is showing “doodh ka sagar
placed on the amul is accepted by amul’s purity. beheta jaye, kangan
occasion of festival. urban people also. It is displaying that sone ke khankaye”
Milk is used in amul milk is tested This also showing
celebrating festivals with positive result cultivation in milk
too. industry because of
amul.
PIC XIII , XIV , XV, XVI :
Last row has a message that economic independence has been given with the help of cooperative
movement called AMUL.
AMUL’S PRINT AD
EXPLANATION FOR PRINT AD
• This print ad also more inclined towards emotional versions.
• In first ad, it is trying to capture audience on the basis feeling of being
APPEAL
champion
• In second ad , it is trying to capture audience on the basis of feeling of being
smart mother like actress “tabbu”
MARKETING • To encourage the consumption of Amul milk.
OBJECTIVE • To build strong market share.
ADVERTISING • To connect feeling of being champion with amul milk.
OBJECTIVE
• Intensifying the usage of milk among children.
• To encourage positive association between mother , child and amul
COMMUNICATION
OBJECTIVE • To influence the mother for buying this product for child.
• To give brand name “AMUL” to milk.
• School going children.
TARGET
AUDIENCE • Women having young child.
• Upper Middle class people
• Television Advertisements
• Radio Jingles
MEDIA USED BY • Banners and Hoardings
AMUL • Print Advertisements (Newspapers)
• Print Advertisements(Magazines)
• World Cup Promotional Activity
• Payment to brand ambassador