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.
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
