The UK Consultancy Firm, Brand Finance has recognised ‘Amul’ as the world’s strongest food brand. ‘Amul’ has successfully maintained its ranking as the world’s strongest dairy brand for a fourth consecutive year. As per the report, Amul superseded last year’s second spot to the top position in 2024, attaining a Brand Strength Index (BSI) score of 91.0 out of 100 and receiving an AAA+ rating.
The probability of finding Indian households which haven’t been influenced by the popular dairy brand ‘Amul’ is almost nil. Whether it’s their milk, cheese, chaas, butter, lassi, or any of its other products, the dairy giant is now a staple in post-independent India.
Against this backdrop, let’s take a look at some of the brand’s most remarkable and memorable advertisement campaigns which have kept ‘Amul’ relevant for years!
India’s marketing and advertisement landscape wouldn't have reached its current position without the Amul Girl. Originally designed by Sylvester daCunha and now created by Rahul daCunha’s team at daCunha Communications, the Amul Girl’s topical ads lead the path for today’s moment marketing with sharp insight, witty copy, and a profusion of nostalgia. Here are a few examples of Amul’s moment marketing:
Neeraj Chopra’s Olympic Victory 2021
Virushka’s Parenthood
Elon Musk Becoming The Richest Man
Amul’s Ad with PK the Movie
On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and #Mahabharat - #Manthan pic.twitter.com/jt9fr5kQah
— Amul.coop (@Amul_Coop) April 5, 2020
To commemorate the 15th anniversary of the Gujarat Cooperative Milk Marketing Federation Limited (GCMMF), in 1996, Amul designed an iconic folk tune. The video advertisement became one of India’s most popular ads ever!
Launched in 2003, Amul Kool, which is a flavoured milk product and a sub-brand of Amul, was created to represent the younger generation. This shift in target audience was evident in their famous Amul Kool advertisement. After the ad aired on TV, it became quite a challenge to get hold of the glass bottle. Such was the demand!
Go to any pav bhaji or dabeli stall, we are sure you will more attracted to that one stall which prominently displays a huge chunk of Amul Butter near the counter. It’s like an instinct of Indians- they choose Amul, they know they are choosing the best! It’s almost like an unspoken rule and this enthusiasm within buyers has been clearly made visible in the advertisement. “Amul butter, Asli Butter”- remember?
Back in the day when we couldn’t find pizza chains that readily, and dining out was the only option if someone wanted to taste pizza, Amul came up with a brilliant idea! Amul’s instructional ad for Amul Pizza Cheese carved a lasting impression in the minds of the viewers. Even today, every time you see the ad, you will feel like making a pizza at home with our very own Amul Pizza Cheese.
Over the years, this advertisement has undergone various transitions, but the 90s version is what most Indians love to remember! While the advertisement displayed the range of products that Amul sells, it also remarkably captured and highlighted the vivid cultural diversity of India.
What is Amul without milk? What is India without this white beverage? The sentiment of Indians associated with milk was reflected perfectly in the advertisement. The ad instantly hooked the viewers with its catchphrase “Amnul doodh peeta hai India.”
Upon being recognised as the world’s strongest food brand, Amul MD Jayen Mehta expressed, "This is indeed a proud moment for the entire Amul team and our 36 lakh farmers, who have contributed to building and nurturing this brand. We have always believed Amul's currency is not milk, but trust, and it is this trust, which has created the brand that is loved by every generation of consumers over the last 78 years".
