The document discusses the Amul advertising campaign featuring the "Utterly Butterly Girl", noting that the ads take a topical tone that references current events which makes them socially relevant and at times subtly sarcastic while retaining a charming and humorous style. It has been the longest running advertising campaign at over 30 years and depicts the girl engaging with Indian social and political issues in a way that resonates with a wide audience through consistent branding around Amul being the "Taste of India".
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Amul ad campaign
1. Amul ads- Amul Topicals
- Round eye, chubby cheeked Utterly Butterly Girl
- topical tone gives ads an extra mileage
- first topical Hurry Amul, hurry hurry
- Social Observer
- Relevant to the times
- Pleasant and at times subduedly Sarcastic
- Charming
- evocative humor, risque in tone
- tease a laughter out of audience
- 30 yrs- longest running campaign
- Sylvester daCunha of daCunha Associates
- a little girl who find her way into housewife's heart
- collection of amul ads- would say a story of emergence of Indian society, culture, and politics
- ads are in line with Amul's positioning as Taste of India - topicals of utterly butterly girl on Indian issues
liked by a wide audience- consistent brand communication strategy
