Amul girl

Amul girl refers to the advertising mascot used by Amul, an Indian dairy
brand. The Amul girl is a hand-drawn cartoon of a young Indian girl
dressed in a polka dotted frock with blue hair and a half pony tied up.[1]
The Amul girl advertising have often been described as one of the best
Indian Advertising concepts because of their humour
The Amul girl was created as a response to Amul's rival brand Polson's
butter-girl. The idea was conceived in 1967 once ASP (Advertising, Sales
and Promotion) clinched the brand portfolio from the previous agency FCB
Ulka. It was executed by Sylvester Da Cunha, the owner of the agency and
his art director Eustace Fernandez on hoardings, painted bus panels and
posters in Mumbai. The mascot, since then, has been mobilized to
comment on many events of national and political importance like
Emergency in India in 1976.
Development
In 1966, Amul decided to give their account to the Advertising agency
called Advertising and Sales Promotion (ASP) to work on their ad
campaign. Sylvester da Cunha, then the managing director of the agency
and Eustace Fernandez, art director decided to create something that
would grab the attention of every housewife in the country.[4] Dr Verghese
Kurien, then chairman of the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF) suggested a mischievous little girl as a mascot
with two requirements. It had to be easy to draw and memorable as most
of the advertising would be outdoor media which required hand painting in
those days and the hoardings had to be changed frequently

Need for creating the Brand Amul

In the early 40s, the main sources of earning for the farmers of Kaira district were
farming and selling of milk. That time there was high demand for milk in Bombay.
The main supplier of the milk was Polson dairy limited, which was a privately
owned company and held monopoly over the supply of milk at Bombay from the
Kaira district. This system leads to exploitation of poor and illiterates farmers by the
private traders. The traders used to beside the prices of milk and the farmers were
forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were

frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a
leading activist in the freedom movement. Sardar Patel advised the farmers to sell
the milk on their own by establishing a co-operative union, Instead of supplying milk
to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to
gain his co-operation and help. Shri Desai held a meeting at Samarkha village near

Anand,
4th

January

1946. He advised the farmers to form a society for collection of the milk.

on

These village societies would collect the milk themselves and would decide the
prices at which they can sell the milk. The district union was also form to collect the
milk from such village co-operative societies and to sell them. It was also resolved
that the Government should be asked to buy milk from the union.
However, the govt. did not seem to help farmers by any means. It gave the
negative response by turning down the demand for the milk. To respond to this
action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days
not a single drop of milk was sold to the traders. As a result the Bombay milk scheme
was severely affected. The milk commissioner of Bombay then visited Anand to
assess the situation. Having seemed the condition, he decided to fulfill the farmers
demand.
Thus their cooperative unions were forced at the village and district level to
collect and sell milk on a cooperative basis, without the intervention of Government.
Mr. Verghese Kurien showed main interest in establishing union who was supported
by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative
unions at the village level. The Kaira district milk producers union was thus
established in ANAND and was registered formally on 14th December 1946. Since
farmers sold all the milk in Anand through a co-operative union, it was commonly
resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 litres of milk was collected everyday. But with
the growing awareness of the benefits of the cooperativeness, the collection of milk
increased. Today Amul collect 11 lakhs litres of milk everyday. Since milk was a
perishable commodity it becomes difficult to preserve milk flora longer period. Besides
when the milk was to be collected from the far places, there was a fear of spoiling of
milk. To overcome this problem the union thought out to develop the chilling unit at
various junctions, which would collect the milk and could chill it, so as to preserve it for
a longer period. Thus, today Amul has more than 150 chilling centres in various
villages. Milk is collected from almost 1073 societies.
With the financial help from UNICEF, assistance from the govt. of New
Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk
powder and butter was planned. Dr.Rajendra Prasad, the president of India laid the
foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime
minister of India declared it open at Amul dairy on November 20, 1955.

Eustace Fernandes, the creator of the Amul girl, passed away at the age of 75.
Fernandes is best remembered as a cartoonist and an illustrator and was
living a retired life for some time. Since 1966, the Amul girl, dressed up in
polka dots with blue hair and orange face, has ruled the hearts of millions of
Indians.
& #BANNER1 & #

The iconic Amul girl, which turns 44 this year, is all set to enter the Guinness
Book of World Records for being the longest running campaign in the world.
Way back in 1966, the Amul account was given to the advertising agency called
Advertising and Sales Promotion (ASP). The team of Sylvester da Cunha,
Eustace Fernandes, Usha Katrak and Marie Pinto worked on the Amul account
at that point of time. The ad became a rage with the tagline 'Utterly butterly
delicious Amul' - and the rest, they say, is history.
Fernandes worked on the Amul account for three years till 1969 and then the
team of Usha Katrak, K Kurian, Eustace Fernandes and Radha started Radeus
Advertising in 1974. As a matter of fact, the word Radeus originated from the
first three letters of Radha and Eustace.
Fernandes also launched the Limca logo with waves in the Indian market. He
worked for Limca on the press, outdoor and cinema media as there were
artists who had no option but to paint and illustrate on the visual side in those
days.
The industry fondly remembers Fernandes, not only as a talented genius
behind many memorable campaigns but also as a good human being.

Sylvester da Cunha, chairperson, DaCunha Associates delves into nostalgia and

says, "He was the most creative advertising mind responsible for a lot of
earlier award winning ads that have passed into history. He was the creator of
the Amul girl; his work lives on to delight the public. The early LIC ads,
cosmetic ads, especially of women's cream and James Finlay (fashion brand)
were all created by him. He also applied his talents to create communication
for the uplifting of the deprived children and worked for them at Snehasadan
for 45 years."
"To me, he was India's best cartoonist and a real genius. I was very young
when he worked with my father on the Amul campaign," states Rahul da
Cunha, creative director, DaCunha Associates.
Bharat Dabholkar, ad veteran, theatre personality and the man behind many
Amul Butter ads, says, "Who can deny Fernandes' brilliance of creating the
Amul moppet? Those were different times and the team at ASP created a
revolutionary campaign called Amul Butter. The original creation is always
commendable."
Alyque Padamsee, chief executive officer, AP Advertising reminisces and says,
"Fernandes was not a typical advertising person but he always emerged as a
brilliant artist and an intense worker. It is a great loss to the advertising
industry as a stalwart has departed. He created one of the historic mascots,
next only to Air India's Maharaja. Behind his quiet demeanour lay a great
sense of humour."
"I came to know him in 1994, when we bought Radeus Advertising. He was a
wonderful human being - always ready to help out people. We will miss him
sorely," says Kurien Mathews, former director and co-founder, TBWA Anthem.

As competition intensifies, Amul steps up efforts to remain The Taste of

India

To sustain its leadership in the branded dairy sector in India, Gujarat Co-operative Milk
Marketing Federation (GCMMF), which sells Amul dairy products, is expanding its
distribution and processing capacity in 2015.
On the other hand, Amuls rival Mother Dairy is betting big on innovations to fight
competition. The market dynamics will soon change in the branded dairy and fruit juice
sectors in India with the entry of ITC.
In the packaged fruit juice sector, Dabur India with 60% market share is expanding its
distribution by 25%, while PepsiCo India is leveraging its global expertise to expand the
brand franchise. Parle Agro, the maker of Appy is focusing on sales transformation
programmes and packaging initiatives to drive volumes.
With increasing competition, these two sectors will witness a lot of action in 2015. On
Amuls strategic plans, RS Sodhi, managing director of GCMMF said, We are adding more
people to our distribution team. Also, we are setting up new milk depots. We are expanding
our distribution and processing capacity by 12 % in 2015.
With sales turnover of R22,000 crore (FY14), Amul is sharpening focus on its research &
development projects to launch innovative products.

We are launching a new product almost every month. We are also scaling up our supply
chain system for efficient distribution, said Sodhi.
Leveraging the strength of its sales & distribution network, ITC is expected to roll out its
dairy products and juices in the next few months. Incidentally, ITC is planning to spend
around R900 crore for its foray into these two sectors.
Meanwhile, Mother Dairy is expanding its operations in Hyderabad and Chennai as part of
its strategy. We are extending our foot print in southern states. We are scaling up our sales
operations, We are planning to add 12,000 retail outlets by 2016, said Sandeep Ghosh,
business head-milk, Mother Dairy Fruit & Vegetable.
At present, Mother Dairy has 50,000 retail outlets across the country. Like Amul, Mother
Dairy is also focusing on innovative products to woo consumers.
Competition seems to be hotting up in the R1,500- crore packaged fruit juices sector too with
the entry of ITC.
On Daburs growth plans, Sunil Duggal,CEO of Dabur India said, We will be expanding our
distribution by 25 % in 2015. We plan to build value in our juice brands to launch new
products like fortified juices. We plan to launch a slew of sales initiatives to drive volumes.
Across the road, PepsiCo India is getting ready to launch new variants of Tropicana with
health benefits in 2015.Our core focus is on leveraging our global expertise to expand the
brand franchise by educating consumers on fruit nutrition, said a spokesperson from
PepsiCo India.
Theres a growing demand for packaged fruit juices in smaller cities and towns in India.
Tropicana has been leveraging this opportunity by increasing its footprint on the back of its
larger CSD footprint(Canteen Stores Dept) and building a differential focus on this segment
through GTM(Go To Market) investments, he added.
On Parle Agros strategy, Nadia Chauhan, joint managing director of the company said, We
are looking at strengthening our market share through strategic price-points, penetrative
SKUs and new brand communication for Appy and Appy Fiz.

Unformatted text preview: AMUL AND COMPETITION: - A STATUS REPORT 1.

ICE-CREAM:-AMUL HLL NIRULAS Expanding reach Expanding market with
snowcap Launched Fundoo to combat HLL's max Focusing on lower price points
Building a national chain of ice-cream parlours Fortifying Delhi-centric presence
with ice-cream only retail chain 2. CHOCOLATES / CONFECTIONERY:-AMUL HLL
CADBURY NESTLE BRITANNIA NESTLE CADBURY PIZZA COS HINDUSTA N LEVER
AMUL AMUL - THE TASTE OF INDIA Launching a puffed-rice centered bar
Launched milk / chocolate confectionery Planning to enter value- added
segments Extended Max brand to sugar confectionery Re-launched 5 star and
gems Launched Temptations Soaring up market share to Kitkat 3. PIZZA:-AMUL
NIRULAS PIZZA-HUT DOMMINO Entering the ready- to-cook consumer segment
through Utterly Delicious Fortifying Delhi-centric presence, by launching frozen
ready-to-cook pizza Plans to increase , to 100 outlets in the next three years
Closing down unprofitable outlets 4. INFANT MILK SUBSTITUTES:-AMUL NESTLE
To enter the market with three variants Creating entry barriers for amul through
price and cross promotions 5. CURD:-AMUL NESTLE MOTHER DAIRY Expanding
reach by aligning with other milk co-operatives Means to compete its dairy range
Leveraging its liquid milk distribution network in Delhi to sell curd 6. LIQUID
FRESH MILK / HIGH TREATED MILK :-AMUL NESTLE BRITANNIA AMUL - THE TASTE
OF INDIA Focusing on developing entire milk market Part of dairy strategy
Focusing on flavoured high margin UHT markets Plans to capture key markets 7.
DAIRY WHITENERS:- AMUL BRITANNIA Wants to dominate market through
Amulya Focusing on the geographical market with milkman 8. BUTTER:-AMUL
NESTLE BRITANNIA Plans to protect near dominance in low margin market with
price An outsourced product to complete dairy range Focusing on flavoured high
margin UHT markets Plans to capture key markets 9. SWEETENED CONDENSED
MILK:-AMUL NESTLE Emphasizing price leadership to drive Mithai-Mate to
market dominance Holding prices of milkmaid and heavily cross promoting the

product 10. CHEESE:-AMUL NESTLE Wants to create institutional market for its
mozzarella cheese Focusing on top A and B class outlets and seeking to maintain
its leadership in cheese slices 11. COTTGE CHEESE (PANEER):-AMUL BRITANNIA
Plans to create a market for branded Moving from frozen to refrigerated AMUL THE TASTE OF INDIA paneer by launching non-diced product paneer 12. HEALTH
DRINK:-AMUL CADBURY SMITH-KLINE BEECHAM Amul Shakti is been launched to
compete with other brands. Re-launched Bournvita recently Acquired Maltova
and v9iva to fortify its stable of Boost and Horlicks EXPORT AMUL - THE TASTE
OF INDIA GCMMF is India's largest exporter of Dairy Products. It has been
accorded a "Trading House" status. GCMMF has received the APEDA
Award from Government of India for Excellence in Dairy Product Exports for the
last 9 years....
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