Brands
Everybody loves the Amul girl!
MUMBAI: April was an eventful month or so for Amul, the iconic brand marketed by Gujarat Cooperative Milk Marketing Federation (GCMMF).
On the one hand, GCMMF crossed Rs 18,000 crore in 2013-14; a jump of 32 per cent from the previous year, apart from posting the fastest growth ever for a four decade-old dairy cooperative. On the other hand however, Amul has been served legal notice by the Sahara Group for its hoarding ‘Besahara Parivar’ where Sahara employees are shown begging to collect Rs 5,000 crore for group chief Subrata Roy’s bail.
Indeed, Amul has built a reputation for its witty but unflinching stance on a wide range of issues of national importance. At the same time, it has also come under fire for force-fitting itself. Indiantelevision spoke to some industry experts for their views on the Amul brand of marketing.
“Amul advertising is today iconic in its genre. A powerful set of topical creatives gives this brand high scale visibility across a relatively small set of hoardings and selective print vehicles across the country. It can be noted that sometimes, due to the pressure of wanting new creatives, the brand has been force-fitting itself. I do believe it needs to set a standard that it will not fall below,” said Harish Bijoor Consults CEO and brand expert Harish Bijoor. According to him, the creative around the Sahara Group is a terrific one, as usual. “The brand is used to receiving legal notices I am sure. This is all part of the game”, he said.
Tata Housing head of marketing services Rajeeb Dash, pointed out that Amul has always rolled out ads that are a break-through of sorts. “Sometimes, taking a strong stance helps brands create break-through via communication strategies. Amul seems to have taken that route since a while.”
Curry-Nation founder Priti Nair, expressed the view, “Amul usually puns on something and connects it to the butter. Sometimes good, sometimes not so good. I don’t think this deserves a legal notice.” For Nair, the hoardings are iconic. “Amul as a brand has used a spin on current happenings as its communication strategy. Be it other brands or cricket or politics or Bollywood. Whatever is in the news and has eyeballs, Amul always does a spin on that and nobody minds cause it is always in good spirit.”
One thing that came across was that the fraternity loves the li’l Amul girl and everything about her. No matter the challenges, she looks set to win hearts…
Brands
Muttley Crew unleashes subscription treats for dogs on 5th birthday
‘Muttley Monthly’ delivers all-natural goodies with free gifts and flexible plans.
MUMBAI: Five years ago, a pack of health-obsessed humans decided Indian dogs deserved better than boring biscuits and now Muttley Crew is barking up the right subscription tree. The Bengaluru premium pet food brand, founded by Smriti Thomas, is marking its anniversary with ‘Muttley Monthly’, a new subscription model that drops preservative-free, human-grade treats straight to doorsteps.
The service offers 1-month, 3-month and 12-month plans, letting pet parents pick flavours across jerkies, biscuits and more perfect for training, rewards or everyday snacking. Boxes arrive early each month, with the freedom to pause, skip or cancel anytime. Every delivery includes an assured free gift, adding a little tail-wagging surprise to the routine.
Muttley Crew founder Smriti Thomas captured the milestone mood, “When we started Muttley Crew five years ago, our mission was to create treats that are as safe, wholesome and thoughtful as the food we choose for ourselves. This anniversary is a celebration of the trust pet parents have placed in us, and the subscription model is our way of making premium nutrition more convenient and rewarding.”
All treats are crafted with chefs, vets and nutritionists to ensure taste meets nutritional sense, no artificial nasties, just clean labels and delicious recipes. After building a loyal pack through transparency and quality, Muttley Crew now aims to turn one-off purchases into happy, habitual munching for dogs across India.
In a country where pets are increasingly treated like family, this move makes premium care as easy as ordering groceries minus the guilt, plus the wagging approval. Details and sign-ups are live on the Muttley Crew website. Who knew five years could fetch so much loyalty?
