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.
MAM
Sameer Nair shares heartfelt note as he exits Applause Entertainment
After nine years building the streamer’s content engine, one of India’s best-known TV men is moving on
MUMBAI: Sameer Nair is out. The chief executive of Applause Entertainment, the content studio backed by Kumar Mangalam Birla’s media empire, has announced his departure after nearly nine years at the helm, closing the chapter on one of Indian entertainment’s more quietly consequential careers.
Nair, who built Applause from the ground up in its current avatar, oversaw a slate that spanned Indian originals and international adaptations, threading together a hub-and-spoke business model that partnered with streaming platforms, broadcasters and production houses alike. The results were uneven, as they always are in content, but the ambition was not.
In a post on LinkedIn, Nair was generous to his outgoing patron. He thanked Birla for being an “inspirational boss and a great patron of the arts,” and signed off with a cheerful “Au Revoir” and a promise to remain Applause’s biggest cheerleader. Whether that sentiment survives the next chapter remains to be seen.
No successor has been named. Applause Entertainment did not immediately comment.
Nair built the machine. Now someone else has to run it — and in a streaming market that is simultaneously consolidating and convulsing, that is no small ask.
