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Experts Discuss How They Kept Alive One Of India’s Favorite Brands

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Experts Discuss How They Kept Alive One Of India’s Favorite Brands

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The Gujarat Milk Marketing Cooperative Federation (GCMMF), owner of the Amul brand, celebrates its 75th anniversary this year. Founded in 1946, Amul has been a staple in almost every Indian household over the years.

Starting as a small cooperative union in 1946, the Gujarat-based dairy company recorded a turnover of 53 billion rupees in 2020-21.

Its growth has also been achieved through a solid marketing strategy with the help of long-standing partner agencies at its side. To discuss one of India’s favorite brands, the CNBC-TV18 Storyboard team met with Dr. RS Sodhi, GCMMF Managing Director, Amul Agency Partners Nitin Karkare, FCB-Ulka Vice President , Shashi Sinha, CEO of IPG Media Brands, India and Rahul daCunha, dacunha communications.

Brand Amul

Amul started 75 years ago. In the 1950s, when Dr. Verghese Kurien wanted to launch ghee and butter, there were only English brands on the Indian market. That time a chemist suggested Amul, which means priceless, said Sodhi.
Over a period of time, Amul It became not just a GCMMF brand, but the property of all Indians, all farmers, and all consumers. The affinity that people have with the brand is because when they buy Amul products, they feel that they are buying their own product. It is for the love and the surrender that Amul he has served for the past 75 years, he said.

How daCunha Communications kept the Amul brand alive

Rahul daCunha said that the challenge has been incredible because it was the gift his father created – the Amul girl dressed in blue-haired polka dots – that he turned into a pet. “Animation pets are great because they are ageless, timeless, and can be anything you want. So 56 years later, she is someone who remains timeless because she is timeless. And I also think that she flexes her muscles, her brain and her conscience every day, with India changing the way she does it, “he added.

For all the interesting conversation, watch the attached video.

(Edited by : Kanishka sarkar)


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Experts Discuss How They Kept Alive One Of India’s Favorite Brands

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