Amul - Something is missing !

Here is one of Amul's new genre of advertisement.





It is obvious that Amul likes to establish its rapport with the younger generation.

The visual shows young pregnant lady -attired in spaghetti Tops and Jeans trousers-  holding out' the 'new life'.

This is the best what they could think about it, "Builds life".

It is somewhat amateurish,  pictured in a demonstrative manner. Somewhere the aestheitics is lost.

There is an artificiality in the manner in which her 'hubby' is carrying the milk pack and their smiles.

Amul CALCI+ is supposed to build bones. Here it is played from the emotive angle,the new baby. It is well known that milk is a good source of calcium.

In what way Amul CALCI+ is superior to rest (either branded or un branded) of the milk being sold ?

Is it fortified ?

Among the other variants both 'Tazza' and 'Shakti' are labelled as "Homogenized Toned Milk". What makes them different ?

Unless one visits a super market and takes trouble to go through the contents it may not be easy to know the difference.

It is understandable, some local Brands  constrained by small budget  producing  this quality of Advertisement.

It does not go well with  Amul that had already etched a SMC image( Super Marketing Company)  in the consumer's mind :(

Nature has its own way.....

The advertisement in reference has an intriguing copy "nature has its own ways of telling you to shut up and sit down"

I could think of different interpretations for it :)

1) shut up your troubling mind and get immersed in the beauty around

2) your aching legs tells you to sit down, but the shoes are ready to take you anywhere

3) tell your,unseen,fiancee to stop her 'blah blah' and enjoy Nature

Coming to the visual part, the reflection in water could have been in focus and a little more colorful to imply something marvelous, being enjoyed by the trekker.

The picture depicts an unused, new pair of shoes. It would have been more realistic had it carried some dirt and soil on it to symbolize that it had tread an untreaded path in its exploration.

After all, the punch line is 'Explore More'

The advertisement has a good copy but fell short of capturing its full spirit in visuals. Nevertheless it catches your eye without fail.