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Amul launches ‘Eats Milk with Every Meal' print campaign

News Helpline | July, 24 2013

Gujarat Co-operative Milk Marketing Federation (GCMMF), India’s largest producer and marketer of milk and milk products under the iconic brand Amul, has launched a print campaign to educate the Indian consumer about the goodness of milk and milk products. The ‘Eats milk with every meal’ campaign, designed by DraftFCB Ulka, Mumbai, brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The tone of the campaign is quirky and resonates well across audiences.

RS Sodhi, Managing Director, GCMMF, said, “Milk and milk products form an integral part of the diet of every Indian. However, in this era of fast food, we do not want the goodness of milk in our food to be compromised. This campaign forms a part of our efforts to reposition milk and make our entire range of Amul dairy products trendy and appealing to all.”

The press campaign will be published in leading national English dailies. The campaign will be extended in the digital space too. An app on Facebook and a microsite will be designed where users can create their own memes with messages using their friends’ pictures.

“We positioned milk as the ‘World’s original energy drink’ in our earlier campaigns. This campaign provides us with a unique opportunity to showcase the goodness of the entire range of Amul products and make milk, in its various forms, an integral part of every meal,” said Nitin Karkare, Chief Operating Officer, Mumbai, Draftfcb Ulka.

Haresh Moorjani, Group Creative Director, Draftfcb Ulka, added, “The idea was to make dairy products part of consumers’ daily diet but in an exciting and interesting manner. The concept of memes was adopted to make the communication humorous and contemporary.”

GCMMF procures around 5 billion litres of milk annually from 3.5 million milk producers in more than 16,000 villages, twice a day, and processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer, etc., in 3,000 cities and towns in India and 40 countries around the world. Its annual sales turnover in 2012-13 was $2.5 billion.

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