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<ul><li>After Doordarshan brought back its two epics <keyword id="6373819" type="PERSON" weightage="20" keywordseo="ramayan">Ramayan</keyword> and <keyword id="6366669" type="LOCATION" weightage="20" keywordseo="mahabharat">Mahabharat</keyword>, Star TV and Sony followed the trend by taking us back to the golden era. The channels are airing some of its most watched shows like Sarabhai VS Sarabhai, Khichdi, CID, and Aahat. </li><li>Amul played its trump card by delighting us with some of its old advertisements that were broadcasted during Ramayan and Mahabharat’s airing time -- back in the 90’s. </li></ul>After the reruns of Ramayan and Mahabharata on Doordarshan, Amul is the first brand to take the netizens on a nostalgia ride -- by throwing us back to some of its iconic advertisements like Amul Manthan. <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="1989" retweetcount="518" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/BALcXfCTSz" createdat="1586103300000" id="1246833727352614915"></div> Remember the popular ‘Mero gaam katha parey, Dhudh ki nadiya wahe ja’ song? Titled Amul Manthan, inspired by Shyam Benegal’s film called Manthan, was based on White Revolution that took place in the heart of Gujarat. It celebrated India’s women farmers and their economic independence. The campaign became memorable for its use of the song. It ended by showcasing the model of co-operative organization of milkmaids and farmers with a narrative that said, “Every morning 17 lac women across 9,000 villages, bringing in milk worth Rs.4 crores, are now celebrating their economic independence thanks to the co-operative movement called Amul.” It was one of the first campaigns to bring women to the forefront. Amul has truly played its trump card by taking us on its rich advertising journey, that was way ahead of its time. According to BARC-Neilsen’s recently released report, the Ramayan re-telecast garnered the highest-ever rating for a Hindi GEC show since 2015. Amul is smartly targeting the older demographic here to remind them of simpler days. Here are some of the ads that the dairy giant uploaded from its wide portfolio on social media: <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="235" retweetcount="49" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/WEqzhqO1NW" createdat="1586095200000" id="1246799753087602692"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="280" retweetcount="56" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/mI10peDhtG" createdat="1586104986000" id="1246840801721610241"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="658" retweetcount="127" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/jauTeqlKti" createdat="1586071232000" id="1246699226198708224"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="265" retweetcount="55" status="On Popular Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/kaMCir7eWV" createdat="1586071092000" id="1246698638937473024"></div> <div type="twitter" handle="Amul_Coop" handlename="Amul.coop" image="http://pbs.twimg.com/profile_images/651028295425765376/1qJVp6Eu_normal.jpg" favoritecount="557" retweetcount="132" status="On Public Demand, we are pleased to share with you the #Amul advertisement from the 1990's during #Ramayan and… https://t.co/XXnvC7sDZS" createdat="1586063070000" id="1246664991966498816"></div> Amul also uploaded some of its iconic print advertisements that were run in top newspapers to leverage the buzz around Ramayan and Mahabharat. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div>

After DD, Star TV and Sony, Amul takes us on a nostalgia trip with its iconic ads

Mumbai (Maharashtra) [India], June 22 (ANI): Sylvester daCunha, the creator of <keyword id="26280" type="General" weightage="100" keywordseo="amul" source="Orion">Amul</keyword>'s enduring '<keyword id="112355" type="General" weightage="50" keywordseo="utterly-butterly" source="Orion">Utterly Butterly</keyword>' girl, passed away in Mumbai. Amul's managing director Jayen Mehta expressed grief over daCunha's demise on Twitter, saying, "Very sorry to inform about the sad demise of <keyword id="17776156" type="General" weightage="50" keywordseo="shri-sylvester-dacunha" source="Orion">Shri Sylvester daCunha</keyword>, Chairman of daCunha Communications last night at Mumbai A doyen of Indian advertising industry who was associated with Amul since the 1960s. The Amul family joins in mourning this sad loss@RahuldaCunha." After coming across Mehta's post, many took to Twitter, mourning daCunha's loss. A social media user wrote, "Truly the doyen of Indian advertising industry and brand builder of many brands, closest we know personally is Amul !His immense contribution is worth many a salutes ... our prayers with the Da Cunhas and wishes for his legacy to continue and grow..!Om Shanti" Another said, "Shri Sylvester Dacunha will be remembered for his creative and out-of-the-box contributions to Amul. My heartfelt condolence to the family!" The Amul mascot has become a rage across the country with her witty one-liners on current issues, both political and otherwise. The trademark polka-dot dress, blue hair pulled back in a ponytail and adorable pink cheeks have added have made Amul's mascot a darling with millions across the country. (ANI)

Sylvester daCunha, man behind Amul's 'Utterly Butterly' girl, passes away

Slyvester daCunha got the <a href="http://www.businessinsider.in/searchresult.cms?query=amul">Amul</a> account in 1966 when they zeroed in on the advertising agency called Advertising and Sales Promotion (ASP) to work on their ad campaign. Sylvester da Cunha, then the managing director of the agency and Eustace Fernandez, the art director decided to create something that would grab the attention of every housewife in the country. 
 
Dr <keyword id="168701" type="PERSON" weightage="80" keywordseo="Verghese-Kurien">Verghese Kurien</keyword>, the hen chairman of the Gujarat Co-operative <keyword id="6362951" type="ENTERTAINMENT" weightage="80" keywordseo="milk">Milk</keyword> Marketing Federation Ltd. (GCMMF) suggested a mischievous little girl as a mascot with two requirements. 
 
It had to be easy to draw and memorable. 
 And, the <keyword id="125015" type="UNKNOWN" weightage="80" keywordseo="Amul-girl">Amul girl</keyword>, who has been synoynmous with the brand was thus born. 
 His son, <keyword id="322298" type="PERSON" weightage="80" keywordseo="Rahul-DaCunha">Rahul daCunha</keyword> inherited the <keyword id="26280" type="COMPANY" weightage="80" keywordseo="amul">Amul</keyword> and kept the legacy alive. 
 
Hence, topical ads commenting on the situation in the country found a place in billboards and newspapers alike delighting us with their wit. 
 
As of the present, the team that produces up to six of these cartoons/ads per week comprises just three people: Rahul daCunha, creative head of ad-agency daCunha Communications, copy writer Manish Jhaveri and Jayant Rane, the artist who has been sketching Amul cartoons for a quarter-century now. 
 
Amul makes advertising a generic commodity like butter seem like an easy task with their clever use of puns on current events so much so that they have us waiting with bated breath for their take on anything and everything that has happened in the country. 
 
And, how can we forget the Amul Girl? She's become an indispensable part of every Indian's life. 
 
While it's close to impossible to pick favourites considering all the <a href="http://www.businessinsider.in/searchresult.cms?query=amul+ad">Amul ads</a> are brillinat in their own right, we at Business Insider went ahead and tried drawing up a list of our ten favourite Amul print ads from 2015. 
 
Have a look!

BI Year Roundup: Looking back at our 10 favourite Amul ads from 2015

<keyword id="19934680" type="General" weightage="20" keywordseo="Amul" source="keywords" meta.keywordsubtype="org" meta.entityname="Amul" meta.hostid="261" meta.entityid="Amul">Amul</keyword>, has been recognized as the strongest food and <keyword id="20467955" type="General" weightage="20" keywordseo="dairy-brand" source="keywords">dairy brand</keyword> globally, according to the <keyword id="20220223" type="General" weightage="20" keywordseo="Brand-Finance" source="keywords" meta.keywordsubtype="org" meta.entityname="Brand Finance" meta.hostid="261" meta.entityid="Brand Finance">Brand Finance</keyword> Food &amp; Drink 2024 report. In a post on X (formerly Twitter), Amul posted, "We are pleased to inform you that Amul is ranked as the strongest <keyword id="22460165" type="General" weightage="20" keywordseo="food-brand" source="keywords">food brand</keyword> and strongest dairy brand in the world as per Food &amp; Drink 2024, the annual report on the most valuable and strongest food, dairy &amp; non-alcoholic drinks brands by @BrandFinance , world's leading brand consultancy" The annual report by Brand Finance, a global brand valuation consultancy, highlights the growing influence of Amul in the international market. The company's <keyword id="22862818" type="General" weightage="20" keywordseo="brand-strength" source="keywords">brand strength</keyword> was evaluated with a Brand Strength Index (BSI) score of 91.0 out of 100, earning it the prestigious AAA+ rating. Amul's performance in familiarity, consideration, and recommendation metrics solidified its position as a global leader in the food and dairy sectors. While Amul shines in brand strength, the report identifies Nestle and Lay's as leaders in brand value. Nestle retained its title as the world's most valuable food brand, despite a 7 per cent decline in brand value to USD 20.8 billion. The company's ability to adapt to changing consumer preferences and maintain a diverse product portfolio has been key to its enduring success. Lay's, on the other hand, saw a 9 per cent increase in brand value, rising to USD 12 billion and securing the second spot globally. Lay's innovative product offerings, including its Flavour Swap and MAX lineups, have driven its brand value growth. The Brand Finance report also notes a 4 per cent decline in the overall brand value of the food and beverage sector, now totalling around USD 268 billion. This decline is attributed to consumers increasingly favoring smaller, private-label brands offering unique, personalized products over traditional big names. Convenience foods, however, are bucking the trend, with rising brand value due to growing demand from busy consumers. Brands like Healthy Choice and DiGiorno have seen a 17 per cent increase in brand value, driven by innovative product releases and strategic marketing. Amul's ascension as the world's strongest food and dairy brand is a testament to its consistent innovation, effective marketing strategies, and strong consumer trust. The cooperative's commitment to quality and its extensive product range has made it a household name not just in India but across the globe. With an 85 per cent share in the Indian butter market and a 66 per cent market share in cheese, Amul's brand equity continues to grow stronger each year. The dairy industry, however, faces its own set of challenges. The report notes a 6 per cent dip in the total brand value of the top 10 dairy brands, now at USD 43.8 billion. Despite this, Amul has retained its title as the strongest dairy brand for the fourth consecutive year, thanks to its unique cooperative structure and impactful branding efforts. Meanwhile, Valio, a Finnish dairy brand, has emerged as the fastest-growing dairy brand, with a 31 per cent increase in brand value, driven by its acquisition of Planti, a producer of plant-based dairy alternatives. Sustainability continues to be a critical factor for brands. Nestle leads the food sector with the highest Sustainability Perceptions Value at USD 1.4 billion, while Coca-Cola tops the non-alcoholic drinks sector with a value of USD 5.2 billion. The report suggests that brands like Lay's and Pepsi, with high positive gap values, could further enhance their market positions by better communicating their sustainability efforts. SEE ALSO: <a href="https://www.businessinsider.in/business/telecom/news/reliance-jio-and-airtel-gained-over-3-million-subscribers-in-june-vi-lost-nearly-a-million/articleshow/112670406.cms">Reliance Jio and Airtel gained over 3 million subscribers in June, Vi lost nearly a million</a> <a href="https://www.businessinsider.in/tech/mobile/news/the-iphone-pro-models-will-be-made-in-india-for-the-first-time-this-year/articleshow/112653019.cms">The iPhone Pro models will be made in India for the first time this year</a> <a href="https://www.businessinsider.in/stock-market/webstories/orient-technologies-ipo-price-band-to-risk-factors-all-you-need-to-know/slidelist/112646237.cms">Orient Technologies IPO – Price band to risk factors, all you need to know</a>

Amul emerges as world's strongest food and dairy brand, topping global rankings in Brand Finance Food & Drink 2024 Report

<ul><li>Amul Macho’ blames Lux Cozi for copying its 'toing' ad. </li><li>The <keyword id="117555" type="General" weightage="20" keywordseo="lux-cozi-ad" source="Orion">Lux Cozi Ad</keyword> featuring Varun Dhawan is currently being aired on various news channels and on Sony TV, appears to take more than just inspiration from the popular <keyword id="12036072" type="General" weightage="20" keywordseo="amul-macho-toing-ad" source="Orion">Amul Macho TOING Ad</keyword> that was released in 2007.</li></ul>J G Hosiery Pvt Ltd., makers of <keyword id="12036071" type="General" weightage="20" keywordseo="macho-innerwear" source="Orion">Macho Innerwear</keyword>, alleges that Lux Cozi has copied its Amul Macho TOING Ad. The Lux Cozi Ad that is currently being aired on various news channels and on Sony TV, appears to have taken more than just inspiration from the popular Amul Macho TOING Ad that was released in 2007. <div type="Youtube" id="tYOCArcCAhs" title="VARUN DHAWAN//YUKTI THAREJA//LUX COZI AD//NEW AD//2021||" thumbUrl="https://i.ytimg.com/vi/tYOCArcCAhs/mqdefault.jpg"></div> <keyword id="3013821" type="General" weightage="20" keywordseo="jg-hosiery" source="Orion">JG Hosiery</keyword> has complained about the plagiarism and ASCI has accepted JG Hosiery’s complaint for further processing. As is well known, The <keyword id="120108" type="General" weightage="20" keywordseo="advertising-standards-council-of-india" source="Orion">Advertising Standards Council of India</keyword> (ASCI) is a self-regulatory body and ensures that all advertisements are honest, truthful, safe, within societal norms and not unfair to competition, on a self-regulatory basis. <div type="Youtube" id="lCVodxIGDFg" title="Yeh To Bada Toing hai - Amul Macho sensual Ad" thumbUrl="https://i.ytimg.com/vi/lCVodxIGDFg/mqdefault.jpg"></div> The Lux Cozi Ad contravenes Chapter IV of the ASCI Code, Clause 4.3, which states that: “Advertisements shall not be similar to any other advertiser’s earlier run advertisements in general layout, copy, slogans, visual presentations, music or sound effects, so as to suggest plagiarism."Navin Seksaria, CEO, JG Hosiery Pvt Ltd said, “We find it shocking that a worthy and esteemed competitor appears to want to ride on the creative success of a brand that’s a market leader in its category, by blatantly copying its popular Ad concept and executional elements. We hope good reason will prevail and the copied Ad will be withdrawn forthwith.” The company finds the premise of the Ad by Lux Cozi to be identical to the Amul Macho TOING Ad and the storyline of the Lux Cozi Ad to be strikingly similar to their own creative asset. It’s a matter of deep concern to J G Hosiery that the woman in the Lux Cozi ad holds up the Lux Cozi underwear to show that her man wears Lux Cozi, implying that Varun Dhawan should stay away, in a similar manner to how it was held up by Sana Khan in the Amul Macho TOING ad. Amul Innerwear team takes the matter of their creative asset being copied very seriously, believing that the visual similarity of the two Ads cannot be a mere co-incidence. Both women in the two respective ads hold up the underwear to make a statement about the fact that, “My man wears this”. The similarity between the two ads does not end there but has so many common executional elements that JG Hosiery has felt compelled to call out the copy-cat work and point out, what appears to be an opportunistic brand building attempt by Lux Cozi. Various executional elements of the Amul Macho Ad film can be seen in the Lux Cozi Ad film, some of which include:<ul><li>The way the woman holds up the underwear </li><li>The colour of the underwear</li><li>The shape of the underwear</li><li>Specific expressions of the support cast when they see the underwear </li><li>The music theme </li><li>The setting being that of a small town and including washing/drying clothes</li></ul>

Amul Macho files a complaint against Lux Cozi for allegedly plagiarising its 'toing' advertisement from 2007

New Delhi, Indian dairy giant <keyword id="19934680" type="General" weightage="20" keywordseo="Amul" source="keywords" meta.keywordsubtype="org" meta.entityname="Amul" meta.hostid="261" meta.entityid="Amul">Amul</keyword> will sponsor the <keyword id="21344767" type="General" weightage="20" keywordseo="USA-cricket-team" source="keywords">USA cricket team</keyword> in the <keyword id="19921630" type="General" weightage="20" keywordseo="T20-World-Cup" source="keywords">T20 World Cup</keyword> in June, the country's cricket board announced on Thursday. The USA will be making their tournament debut as co-hosts of the tournament beginning June 1. Part of the event, including the semifinals and finals, will take place in the Caribbean. Amul was named the Lead Arm sponsor of the USA national team at an event in New York. The World Cup opener will be played between USA and Canada on June 1. The Indian dairy behemoth with global footprints has sponsored cricket teams in the past as well including the Netherlands. Amul milk is also now being sold in the USA. USA recently beat Canada 4-0 in a bilateral series. Venu Pisike, Chairman of <keyword id="21344769" type="General" weightage="20" keywordseo="USA-Cricket" source="keywords" meta.keywordsubtype="org" meta.entityname="USA Cricket" meta.hostid="261" meta.entityid="USA Cricket">USA Cricket</keyword>, said: "Collaborating with esteemed brands like Amul inspires us to strive for excellence both on and off the field." "The goodness of Amul Milk will empower the USA Cricket team to win hearts and laurels from across the world. We wish our best to the team for the upcoming <keyword id="20412710" type="General" weightage="20" keywordseo="ICC-T20-World-Cup" source="keywords">ICC T20 World Cup</keyword> 2024," Jayen Mehta, Managing Director of Amul, added.

Amul to sponsor USA cricket team in T20 World Cup

With summer setting in, <keyword id="26280" type="COMPANY" weightage="20" keywordseo="amul">Amul</keyword> has started feeling the heat. As per <keyword id="6356641" type="CITY" weightage="20" keywordseo="times-of-india">Times of India</keyword> news, Amul has been airing television commercial since March 2017 that distinguishes between ice cream and frozen dessert. <keyword id="6365619" type="CITY" weightage="20" keywordseo="Hindustan-UniLever">Hindustan Unilever</keyword> (HUL) and <keyword id="277561" type="COMPANY" weightage="20" keywordseo="Vadilal-Group">Vadilal Group</keyword> have teamed up to take on Amul at the <keyword id="48485" type="ORGANIZATION" weightage="20" keywordseo="Bombay-high-court">Bombay High Court</keyword> as they think Amul’s intention was the ill-repute them. 
 
HUL has sought immediate removal of the advertisement which, according to GCMMF, was launched to "educate consumers to identify and differentiate between ice-cream and frozen desserts". The advertisement talks about Amul ice creams being made from "real milk" as opposed to "frozen desserts" which are made from "vegetable oil". The advertisement, however, does not name any brand, as per the TOI report. 
 
In response to TOI's query , an HUL company spokesperson, said: "Amul has been airing a misleading television commercial since March 2017. This advertisement makes factually incorrect statements creating apprehensions among consumers of frozen desserts.The advertisement makes incorrect claims about the usage of 'vanaspativanaspati-tel' in frozen dessert products. We wish to clarify that Kwality Wall's range of 'frozen desserts' do not contain Vanaspati. In fact, Kwality Wall's range of frozen desserts contain milkmilk solids like ice creams. The only difference is that frozen desserts use vegetable fat instead of dairy fat, which actually makes them healthier as they have lower saturated fat and do not have cholesterol." TOI's query did not elicit a response from Vadilal Group. 
 
R S Sodhi, MD, GCMMF that represents Amul told TOI, "Frozen desserts are masquerading as ice creams. By using low-cost ingredients, they are misleading consumers who are looking for real product. We are trying to make consumers aware of the difference."

Kwality and Vadilal don’t make
ice creams, claim Amul. So what do they make?

The need for economic reforms in India, essentially the economic liberalisation in the country, was felt during 1991 when there was a need to rejig India’s economic policies and make it more market-oriented and attractive for private and foreign investment. 
 Many other changes to stimulate the <keyword id="6356076" type="UNKNOWN" weightage="100" keywordseo="indian-economy">Indian economy</keyword> were also required. Specific changes such as reduction in import tariffs, deregulation of markets, reduction of taxes, and greater foreign investment were essential for India to grow, economically and stably. 
 
However, some argue that liberalisation led to increased poverty, inequality and economic degradation and nothing much had changed except for the ruling parties. 
 
But, it cannot be denied that in FY 2013-14, the Indian growth rebounded to 6.9% and then in 2014-15 it rose to 7.3% after implementing the reforms. 
 And to depict these transitions and bringing out them to the public was beautifully done by <keyword id="26280" type="COMPANY" weightage="100" keywordseo="amul">Amul</keyword> through its ads. When it comes to creativity and marketing, Amul wins everyone’s hearts hands down. 
 
Amul depicted the changes since 1991 through its ads and the little girl and the point was noted. 
 Here are 15 ads by Amul that will trace down the reform path this <keyword id="28240" type="PERSON" weightage="100" keywordseo="Independence-day">Independence Day</keyword>.

India’s economic reforms through iconic Amul ads

<ul><li>The <keyword id="120108" type="General" weightage="20" keywordseo="advertising-standards-council-of-india" source="Orion">Advertising Standards Council of India</keyword> (ASCI) in its judgement dated 24.09.2021 has overruled the complaint filed by the rival brand and observed that “there is no similarity in terms of concept and executional elements.” </li><li>The complaint was made on grounds that <keyword id="116156" type="General" weightage="80" keywordseo="lux-cozi" source="Orion">Lux Cozi</keyword>’s advertisement bears similarities to <keyword id="736736" type="General" weightage="80" keywordseo="amul-macho" source="Orion">Amul Macho</keyword>’s advertisement in general layout, copy, slogans, visual presentations, music and sound effects.</li></ul>Lux Industries has won the legal battle against Amul Macho regarding their latest TVC starring <keyword id="383666" type="General" weightage="20" keywordseo="varun-dhawan" source="Orion">Varun Dhawan</keyword>. In a significant ruling, The Advertising Standards Council of India (ASCI) in its judgement dated 24.09.2021 has overruled the complaint filed by the rival brand and observed that “there is no similarity in terms of concept and executional elements.” Amul Macho complained that Lux Cozi had blatantly copied their popular Ad concept and executional elements. However, the apex body has now observed that there is no resemblance in the advertisements. The complaint was made on grounds that Lux Cozi’s advertisement bears similarities to Amul Macho’s advertisement in general layout, copy, slogans, visual presentations, music and sound effects. The Consumer Complaints Council (CCC) observed that the advertisements barely had any similarities between them in terms of concept and executional elements. The CCC concluded that Lux Cozi’s advertisement is not similar to Amul Macho’s earlier run advertisement in general layout, copy, slogans, visual presentations, music or sound effects, so as to suggest plagiarism. The TVC was not in contravention of Chapter IV of the ASCI Code. Speaking on the glorious win, Saket Todi, Executive Director - Lux Industries, averred, “Our Lux Cozi advertisement is unique on individual points as well as in totality, and any semblance is fleeting and only in respect of elements commonly used in the trade, such as shape and colour of the garment. Through this verdict passed by ASCI, it is now an established fact that the advertisement bears no similarity whatsoever. The Complainant’s advertisement was last aired in 2007, and thereafter, banned. No reputation, goodwill or brand equity can be vested in publicity/marketing material that has been banned to the public since the last 14 years. We respect the verdict by ASCI. Lux Cozi has a distinctive pedigree of innovation be it in product launches or brand building initiatives. The verdict reinforces the fact that brand Lux Cozi is built on a foundation of truth and trust.” Udit Todi, Executive Director - Lux Industries commented, “We welcome the verdict passed by ASCI. As an established leading brand in the Hosiery segment, pioneering many firsts for the industry we must despise the false allegations by our competitor. This advertisement is something of a first, and the verdict does add some necessary clarity and sends out the right message about a responsible brand like Lux Cozi. We are already witnessing a growth trajectory in our sales and are very confident about our product’s success. We also find it surprising that our competitor does not have the attitude of fair play by acknowledging our success. They had filed the complaint after our new TVC with our brand ambassador Varun Dhawan was a huge hit amongst the netizens. As an industry leader we are always loyal and truthful towards our businesses and customers alike, and it would be highly appreciable if these kinds of misleading complaints are not floated to spoil any brand’s reputation.”

Lux Cozi wins legal battle against Amul Macho for its latest commercial starring actor Varun Dhawan

<ul><li>After Vodafone’s ZooZoo and 7UP’s Fido Dido, new-age brands have stayed away from launching and nurturing a brand mascot. </li><li>However, Dunzo’s endearing mascots Harri and Dunya testify that mascots still work and help you stand out in the clutter. </li><li>We reached out to brand experts to understand if technology has impacted <keyword id="9768835" type="UNKNOWN" weightage="20" keywordseo="mascot-marketing">mascot marketing</keyword>, what are some of the things that brands should consider before launching a mascot in today's time, and what should it talk about. </li></ul>Growing up, we have seen the supremely charismatic <keyword id="125015" type="PERSON" weightage="20" keywordseo="Amul-girl">Amul Girl</keyword> comment on issues that nobody dared to refer to on public-forums. From government scandals to celebrity gossip to gender equality, the Amul Girl has spoken about it all unabashedly and continues to be loved by different kinds of audiences for the same reason even today! However, after the iconic Nirma Girl, McDonald’s Ronald McDonald, Parle-G Girl, 7UP’s Fido, and Vodafone’s ZooZoo, <keyword id="9768839" type="UNKNOWN" weightage="20" keywordseo="brand-mascots">brand mascots</keyword> did not make an appearance for quite some time and made us wonder if mascots are a dying trend. Brands did not want to invest in a labour-intensive exercise that involved a lot of commitment, regularity, nurturing and of course, money to make it all happen. And then Dunzo, a new-age home-grown delivery brand, dropped not one but two mascots, Harri and Dunya. Like Amul, its mascots also comment on status-quo with its well-known pun, swag and humor. Many technological advancements have been introduced in our country since the Amul Girl was born and the marketing landscape continues to evolve with it. We reached out to experts to understand what benefits a brand can reap by launching a mascot in today’s highly-cluttered landscape, what are some of the factors they should take into consideration and what should today's mascot look like and talk about. Experts opined that technological changes will come and go, but mascots will always offer a relatability factor -- a barrage of emotions packed in one image that helps connect the brand immediately with the audiences. Karthik Srinivisan, Brand Consultant and Social Media Expert, said, “There's nothing technological about mascots, as I see it. Regardless of where a mascot is used, in what kind of media, the primary purpose is to enhance memorability and association. Whether the mascot is depicted in a billboard, or a print ad, or TVC or an Instagram post, the basic purpose transcends technology and medium.” He said mascots offer higher recall value. “A mascot's purpose has always been to extend a brand's marketing effort. If the mascot enhances the memorability of the brand, or makes it more relatable, that is a good consideration for the mascot's need. The most basic things that a brand should consider fall under common sense - that the chosen mascot doesn't lead to any negative association or perception,” added Srinivasan. All mascots from the recent past like Harri, Dunya, ZooZoo and Fido are 3D illustrations that don’t just have a conversation and engage with consumers, they twirl, dance and even drive around on fictional streets. Albeit, experts we spoke to said dimensions don’t matter, message does. Ambi Parameswaran, Founder, Brand-Building.com said, “I am not sure if you can do better advertising simply because you can create a 3D image. I still believe the simple 2D of Amul Girl is one of my favourites.” Giving us an example, he said, “In recent times, Nippon Paint has used the colourful blobs, called Blobbies as an integral element on their campaign. These are 3D images that paint your walls and is an extension of something the brand has done abroad. I think the intelligent use of the mascots has helped the brand standout in the celebrity clutter that we see in all brand advertising, and also in paint advertising. I would rate it as a breakthrough in recent years.” “The mascot today becomes a bot when injected with technology. Interfaces can change, but the core persona of the bot must not,” seconds Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc, whose favourite brand mascot is Asian Paints' Gattu! Bijoor explained, “A Brand Mascot is a relationship that is forever. It is all about a more long-lasting engagement with the consumer than in the case of celebrities roped in to promote a brand. Keeping this in mind, it is important for mascots to embody the brand with a certain degree of personal integrity. Mascots must therefore embody within themselves the DNA of the brand in question. Integrity and a complete emotive-ability with the consumer is a core must.” Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting said that even if the consumers move to a dominant digital environment, consumers will continue to remain humans and will always look for that human and emotional connect. Highlighting how mascots can be used to break clutter, Mitra said, “A mascot has the power to be leveraged across multi-media platforms from advertising to social media conversations to technology interfaces to activation programs as demonstrated effectively and endearingly by the Vodafone ZooZoos. While usage on one static medium such as packaging aids strengthening of the visual identity of brands, mascots are not done full justice when used that way. Relationships will continue to have a special place in consumers' lives, only the formats of engaging will evolve. The recent COVID lockdown times have shown how people from across the world have continued to strengthen their bonds leveraging technology. Mascots such as the Amul girl have shown that consumers do not tire themselves of relevant and engaging day to day conversations over decades.” Amul Girl steals the show Mascots can help personify the brand, maintain a voice, stand out in the clutter of celebrity endorsers, and establish the brand in an endearing, memorable and meaningful manner. Today, audiences also expect brands to have an opinion on political and social issues, stand for a cause and sell eco-friendly products. So, in today’s advanced social and technological landscape, what should your brand’s new mascot look like and talk about? All experts had one response to this question. Refer to Amul Girl. “Amul Girl remains right on top. This is mainly because unlike Asian Paints' Gattu or the Parle Girl, Amul has made contemporary use of their mascot in many kinds of topical situations through their everyday ads. Merely creating a logo and using it only in brand marketing is one thing, but Amul has gone beyond using it in marketing, and in a way made us think of Amul when we see the mascot in any context. That's the true success of a mascot - to bring people back to the brand every time they stumble on it even without the brand's name mentioned next to it,” said Srinivisan. “Mascots such as the Amul girl have shown that consumers do not tire themselves of relevant and engaging day to day conversations over decades,” said Mitra. So to conclude, experts said that a brand mascot should bring alive the brand narrative and its point-of-view. It will still help create a long-term relationship with your consumer if connected on a daily basis. Your brand would not have to worry about technological advancements and changing media landscape, mascots can be omnipresent and immortal.

From Amul’s 2D girl to Dunzo’s 3D Harri and Dunya, here's how mascots have evolved over the years and what they stand for today

New Delhi, Apr 1 () Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF), which markets dairy products under Amul brand, has clocked 17 per cent growth in its turnover at Rs 38,550 crore during the last fiscal year.The co-operative had posted a turnover of Rs 32,960 crore in the 2018-19 financial year, GCMMF said in a statement. Amul sells 140 lakh litre milk per day mainly in Gujarat, Delhi-NCR, Uttar Pradesh. Its dairy products are sold across the country. The provisional unduplicated group turnover of Amul Federation and its 18 member unions has crossed Rs 50,000 crore. Amul Federation has achieved turnover in spite of adverse market conditions for dairy products at national as well as at international level, the statement said. The 18 member unions of Amul Federation have farmer member strength of more than 36 lakhs across 18,700 villages of Gujarat.  MJH    SHWSHW

Amul's FY'20 turnover up 17% at Rs 38,550 cr

New Delhi, Dec 15 () India's leading milk supplier Amul on Saturday raised milk prices by Rs 2 per litre in Gujarat, Delhi-NCR, West Bengal and Maharashtra.
 "Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets dairy products under Amul brand, has decided to revise the milk prices by Rs 2 per litre being sold in Ahmedabad and Saurashtra markets of Gujarat, Delhi NCR, West Bengal, Mumbai and Maharashtra from December 15, 2019," the cooperative said in a statement.
 In Ahmedabad, the price of Amul Gold will be Rs 28 per 500 ml, and Amul Taaza will be sold for Rs 22 per 500 ml.
 However, there will be no change in price of Amul Shakti which continues to be available at Rs 25 per 500 ml.
 Amul said in the last three years it has made only two price revisions for pouch milk, which works out to be only Rs 4 per litre and less than 3 per cent per annum increase in MRP.
 "This year the price of cattle feed has increased by more than 35 per cent. Considering increase in cattle feed and other input costs, our member unions have increased milk procurement price in the range of Rs 100 to Rs 110 per Kg fat which is more than 15 per cent increase than last year for the 36 lakh milk producers of Gujarat," the statement said.
 Amul said it passes on almost 80 paise of every rupee paid by consumers for milk and milk products to the producers.
 This increase in milk prices by Rs 2 per litre has been done with an aim to sustain remunerative price to milk producers and encourage them for higher milk production, it added.
 GCMMF supplies 1.4 crore litres per day of milk across the country, of which 33 lakh litres is for Delhi-NCR. MJH ABM
ABM

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