Amul’s latest ad campaign is all about women across the country pushing the limits of whatever they are doing, and excelling in each field. The one thing common in all of them is Amul milk. Reviewing the ad in ‘From Logo to IMPACT’ on Bloomberg TV India, Priti Nair, Director, Curry Nation wishes that Amul had come up with an idea that would be more hard-hitting
Reviewing the recent ad campaign of Amul in Episode 30 of ‘From Logo to IMPACT’, on Bloomberg TV India, Priti Nair, Director, Curry Nation says, “The Amul Doodh ad was done for woman power. I thought it was okay. I don’t think it is going to do any breakthrough work. It doesn’t really do anything to you. Even the jingle could have been far better. It’s nice they are doing something with women, but I thought with a proposition like this, about strength, about woman power, the ad could have been far more stronger in that sense.”
Pointing out the clear shift in approach in the ad in comparison to Amul’s previous campaigns, Nair says, “The Amul tagline, the ‘Taste of India’, is pretty accurate for them. They have been doing ads about how intrinsic Amul as a brand is. They have taken a specific stance for the first time, which is something I have never seen them do before. The message from them has always been that all of India uses Amul. Now it is about woman power.”
Talking about what did not work for her in the ad, Nair says, “I thought they could have done a better job if it was women’s empowerment they wanted to talk about and why women need milk – in terms of calcium, healthy bones and all the physical stress that women go through. Right now, it looks fluffy. It simply looks like something people would do on Women’s Day. It doesn’t hit you hard to say that they are making a progressive ad for a change.”
About the campaign
Amul has come up with its latest TVC to raise a toast to Indian women who have been excelling in mainstream as well as difficult professions. The ad comes after Amul’s last ad campaign ‘Har Ghar Amul Ghar- Pyara Bandhan’ that was dubbed as regressive and sexist. The less-than-a-minute ad shows women in professions ranging from sports like boxing, badminton and aerobics to vehicle engineering. The ad depicts the ‘never give up’ attitude of each of the women who seem to falter at some point but refuse to give up. With the jingle ‘Aage aage badhta hai India, Amul doodh peeta hai India' playing in the background, the ad introduces Amul milk as the common factor that seems to give these women the strength to keep up the fight and achieve their goals.
About the show
Each week, the half-hour show ‘From Logo to IMPACT’, co- produced by exchange4media and Bloomberg TV India, brings together top CMOs, ad gurus and agency heads to provide an in-depth analysis of the hottest trends and news in the ad-media-marketing space. Its focus is on the new age economy and new entrants in the advertising space. The show is aired on Bloomberg TV India at 10.30 pm every Wednesday, with repeat telecasts at noon on Saturday and 6.00 pm on Sunday.
