Wow! Day before Amul Moppet turned 50, perhaps the only brand to rule for consecutive 50 years.  Five decades of success and love, of reaching out the various age groups, demography and even crossing national boundaries – Remember! Last year Britain came up with a butter brand named – Utterly Butterly.

A brand – creates a very normal brand mascot which turns into an abnormally excellent creative brand which is looked after by a nation even after a decade. Certainly, phenomenal it is.

Have a look at the Amul girl, a tiny round faced little chubby girl who is dressed up in a polka dot frock – no wonder even the polka dressing marks an evergreen approach in the creation of this brand. This little girl is honored with a Guinness Book Record for being the longest advertising campaign ever. Considering the skewed shelf lives and mad consumerism – it looks almost impossible that any brand or campaign will even reach any closer. [Did you read about Facebook dying by 2020?]

Not only the Amul Moppet is a successful brand mascot but it also stands out in a way – that it is one brand which doesn’t needs any celebrity to ride the brand bandwagon. Infact, she pokes and observes as to what is going on in a celebrity’s life and eventually they feel lucky, embarrassed and even provoked at times – but there is no stopping as Amul Moppet is very much accepted as a voice of common man. She reaches out and connects through the campaigns.

If one checks the chronology and background of Amul, we would realize that it is the positioning of the Amul Butter and the mascot really getting to the zest of it.  Since the inception –

The Brand Image is that of a Cheerful, Fun Loving, Naughty, Healthy, Youthful and Family Oriented at the same time.

Later, it went on to become a Social Observer. Campaigning with strong messages, there by reaching the common man became a brand style. Amazing Strategy –  the Amul girl is better recognized now as a Social Observer. You talk of anything which is on air, breaking news, controversy, talking change or even a talked about movie – Amul girl will share her review – largely a common man’s take on the issue.  She is a remarkable social observer with a great ‘sense of humor’ which is hardly seen backing down.
Leader -It always remains a mass marketer and lead through cost and quality both.
Emotional Connect – The taste of India and the very campaigns with almost all alarming national issues, kept the emotional connect intact and the brand a success. The brand is still leading with right spirits and living upto its very basics – value orientation, sociable and Indian.

Market Adaptations – Like the campaigns even the product and competition was not backed out. Amul Butter launched Amul Lite, to adapt to the market players.

A beautiful example of an exemplary brand – Amul Moppet still have decades to go!

observations-learning-experience-insights