Saturday, January 10, 2009

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 :(


Amitabh Mukherjee said...

As expected ... a very well thought out analysis.
Nowadays whenever I see an ad, I think of your blog :-)
Great going!


Thanks Amitabh,

Another posting on has been made. Hope you enjoy.