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Amul Case Study – The Leading Brand of India

Tags: amul

Today we will brief about Amul. India’s leading dairy Amul has its own digital story that will make you believe in hard work pays off the quote. Started with few villages and ruling hearts of the world, the brand itself is an example of empowerment.

Let us learn about how this brand started its career and where they have reached today.


  • About Amul
  • Amul History
  • Present Journey
  • Digital Strategies
  • Amul Girl
  • How Amul is ruling on Facebook, Twitter and  Instagram

  • Question Session

1. About Amul 

The Taste of India- Amul is derived from Sanskrit word “Amoolya” which means precious. Amul (Anand Milk Union Ltd) is the leading brand in the industry that represents India. It is based at Anand state in Gujarat. Started from a city and now ruling worldwide and overseas, Amul has an interesting story behind its success.

Amul Case Study

2. Amul History

It was founded in 1946, before the pre-independence in India, when the dairy sectors were ruled by Polson dairy and ruined farmers’ journey. Farmers were angered by the unfair trade practices and approached Sardar Vallabh Bhai Patel. He suggested the idea of having a cooperative society of their (farmers) own, having its pasteurization plant and advised farmers that they should discontinue selling their dairy products to the middle men, in case their demands were not Fulfilled.


The demand was later on fulfilled, despite being turned down initially by the govt. This marked the beginning of the Kaira District Co-operative Milk Producers’ Union Limited, Anand. Their main goal was to provide value to consumers’ money. It started with few villages, and after ten years, Amul has become a big brand. Companies with good marketing strategies ruled the World and Amul is one of them.


3. Present Journey

Amul Doodh Peeta Hai India – Amul tagline

Presently AMUL is the number one brand in India with their outlets and franchise that has sold more than 50 products including Amul milk, ghee, cheese, chocolates, ice-creams- beverages and much more. They are ruling in the digital marketing industry for their banners, and political news feeds. Their website has its news feed option. The way they use digital printing makes them unique.

Their website has an option of news feeds where they publish news with their HNinglish headlines, cartoonish personalities, and creative contents make them rank on the top. Their iconic way of using the latest controversies and trends connects them with a huge following.

Bucket challenge or Priya Parkash wink.


Kangana controversy or Modi ji.


Grand marriage of Deep-Veer or Sudden death of Sridevi. 

You name it; they have it. Amul franchise is ruling the  world.


4. Digital Strategies– 

Once upon a digital time, Amul decided to go with Digitalization, and from there they joined social networking sites including Instagram, Facebook, and Twitter. In early times, banners and posters were utilized for the brand promotion, and now they have used campaigns to promote the business by connecting with the fans. Their “MEME YOU” campaign was full of sarcastic and witty controversies. One of the best and famous controversies was about RAHUL embracing MODI, and that’s where the fun begins. That hug, that dayumm hug.

Apart from that, their entire strategy is based on the Butterly girl on the banner. Yes, that girl seems very lucky for them and she is 50 years old but do you know how it all started? Who’s that girl and what’s her story?

The Utterly, Butterly, Delicious Girl.

The butterfly polka-dotted dressed Amul girl is a hand-drawn cartoon by Eustace Fernandes, in 1996 who was the art director of DaCunha Communications. The same year the catchy phrase “Utterly Butterly” was coined by his wife, Nisha DaCunha. The phrase was very much controversial due to its ungrammatical creativity, but in the end, it was loved by all over the world. Back to the charming girl, Amul cartoon was created to the response against the rival brand Polson’s butter girl. Unfortunately, Polson’s butter didn’t gain that love and charm that our butterly girl did. The simplicity and boldness to express anything make her stand out. A filmed “Manthan” was made about the white revolution and was selected for the National film award.

5. How Amul is ruling on Facebook, Twitter and  Instagram

Years required building a perfect reputation but online platforms helps them to remain live. Apart from offline marketing, Amul is nevertheless looses competition and trends. In fact it is the only brand right now which is using digital marketing strategies to marinate stronger base. Social networking sites play a vital role and Amul game is strong enough to engage fans.

Amul has 121k plus followers on Instagram due to their activeness regarding latest trends and posts.

More than 15 lakh people have joined Amul’s facebook page.

The activeness on Twitter led Amul, led more than 156k tweeties on twitter.


Amul products are serving you the greatness for 50 years.

Here are the top Best Amul print ads that will make you crave for a time machine.




Amul has never backed-off from warnings. There are difficulties in big brands too, but Social media marketing plays an important role in that. If you are planning to do something different, a stronger social base is very vital. Social media is a part of online marketing. Digital marketing helps you to marinate your base to achieve the platform you want.

Amul fans?  Are you up for the questions session? Answer all the questions and win a chance to get free GoDaddy vouchers.

• Name one chocolate that Amul serves?
• Does Amul serve Mocktails, if yes, name one?
• What movie was made regarding the White revolution?
• Against whom, the Amul cartoon was drawn?
• Do, Amul offers tea?

The post Amul Case Study – The Leading Brand of India appeared first on Course Inbox.

This post first appeared on SKYBAGS #BAG THE BALL CAMPAIGN CASE STUDY, please read the originial post: here

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Amul Case Study – The Leading Brand of India


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