MAM
FCB Ulkacreates ‘EkChammachAmul Ghee’ campaign to promote the benefits of Amul Ghee
Ghee has its roots in ancient Ayurveda and has always been treated as the epitome of health with regard to it being good for bones, weight loss, reducing cholesterol etc. Ayurveda recognizes ghee as an essential part of a balanced diet. Ghee has always been a sacred and celebrated symbol of auspiciousness, nourishment and healing; especially in the daily rituals of cooking and worship.
In today’s day and age, few consumers are aware of the health benefits of ghee. While most consumers are aware that Ghee brings about a unique taste and richness to food, only a few know that it is a good source of energy.
Amul Ghee is the largest player with an established and preferred name in the ghee market.
Ghee is made out of fresh milk from its dairies. It packs in goodness of milk in every spoon of ghee.
‘EkChammachAmul Ghee campaign talks not only about having one spoonful of ghee which will add taste to the food but also about the health benefits.
Commenting on the campaign GCMMF Managing Director R S Sodhi said, “Repositioning the brand – Amul ghee, and the category itself on the platform of wellness has been our strategic focus for more than a decade. While ghee has always been an integral part of our culture and tradition since thousands of years, we feel that our younger generation should be informed about the intrinsic goodness of ghee. As pan-India brand leaders in the category, it our responsibility to ensure growth of branded, packaged segment within ghee market, since it ultimately benefits consumers.
FCB Ulka Executive Creative Director Haresh Moorjani said, “As a nation of food lovers, we are always looking for that special ingredient that adds an extra something to our dishes. Actually that special ingredient is as simple as a spoonful of Amul Ghee. The TVC talks about the virtues of this spoonful of Amul Ghee, adding an extra zing to food”.
The film was aired on various GEC’s with a high decibel media plan.
Brands
Tech Mahindra names Jeetu Anandani VP & country head – enterprise & strategic accounts
Veteran tech leader to drive enterprise growth across Australia and New Zealand
MELBOURNE: Jeetu Anandani has stepped into a larger leadership role at Tech Mahindra, taking charge as vice president and country head for enterprise and strategic growth across Australia and New Zealand.
Based in Melbourne, Anandani will steer the company’s enterprise portfolio in the ANZ region, focusing on expanding business across high-growth sectors such as retail, energy and utilities, health insurance and logistics. The move signals Tech Mahindra’s intent to deepen its presence in one of the world’s most competitive enterprise technology markets.
In his new role, Anandani will lead growth initiatives, build strategic partnerships and strengthen relationships with key stakeholders across industries. His mandate also includes accelerating business development efforts in sectors such as manufacturing, travel and logistics while helping clients navigate digital transformation and AI-led change.
The promotion caps a steady rise within Tech Mahindra. Anandani most recently served as communications, media and entertainment head for BPS across the Asia Pacific and Japan region, where he worked on expanding enterprise deals and strategic partnerships. Before that, he held the role of account director, managing key client relationships and delivery programmes.
Prior to joining Tech Mahindra in 2020, Anandani spent nearly eight years at Telstra as country manager in Mumbai, overseeing operational growth and partnerships. His earlier career includes leadership stints at Tata Consultancy Services, Vodafone and JPMorgan Chase.
With more than two decades of experience across telecom, banking and IT services, Anandani now takes the helm of Tech Mahindra’s enterprise push in ANZ, a region where demand for AI, digital transformation and large-scale technology partnerships continues to gather pace.
