FCB Ulka’s campaign for Amul bags award at Istanbul

24 Jun,2014

By A Correspondent


Given its stature as the largest milk brand in India, Amul has undertaken the initiative to educate the Indian consumer about the goodness of milk and milk products and encourage consumption. With this objective, it has conceived the ‘Eat milk with every meal’ campaign that has been created by FCB Ulka.


The press and digital campaign brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The campaign started in July 2013 in national and regional press, comprising of publications like The Times of India, The Hindustan Times, The Telegraph, Deccan Chronicle and The Hindu. Simultaneously the campaign was launched online on Facebook. Later a dedicated website www.amul.com/eatmilk was also launched for better interaction with the consumers. The campaign was designed by FCB Ulka Advertising.


At the recently conducted World Dairy Innovation Awards 2014 during the 8th Global Dairy Congress at Istanbul, Amul bagged the best marketing campaign for the campaign, which was received by KM Jhala, Chief General Manager, GCMMF.


The other finalists in this category were Quench (US) for its Turkey Hill Dairy blog ‘The Ice Cream Journal’, Saputo (Canada) for Milk 2 Go Sport – Dufour-Lapointe Sisters, Muller Dairy (UK) for the Muller Rice Tasty B Campaign, and Cayenne (Austria).


According to the Global Dairy Congress, the judging panel considered almost 160 entries from 30 countries.


RS Sodhi
Nitin Karkare

R S Sodhi, Managing Director GCMMF Ltd. said that “expansion, innovation and brand building are the three pillars of Amul’s strategy to achieve the growth. We are glad that our efforts are being recognized at the global level.”


“We are delighted that GCMMF has won the best marketing campaign award from over 160 entries from 30 countries. The simplicity of the message – eat milk with every meal, has led to its universal appeal- with the consumers and the jury,” said Nitin Karkare, Chief Operating Officer, Mumbai, FCB Ulka.


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