Amul – Eat Milk with Every Meal
Eat milk with every meal is the latest press campaign from Amul, it comprises full page ads in newspaper, I saw them in The Times of India. It commenced in 2013 and continues this year as well. As reported in a section of the media the purpose of this campaign is to make consumption of milk and milk products a daily habit because in this age of fast food Amul does not want the goodness of milk to be compromised with. The effort is to re-position milk and make the entire range of Amul dairy products trendy and appealing to all. I think the campaign is making a generic statement – what applies to Amul will also apply to other brands of milk and dairy products and even to the unbranded category.Therefore logically this campaign should also benefit other producers of dairy products also, but it will strengthen Amul position in the dairy market more because the name Amul is so synonymous with milk and milk products. In this campaign I have so far seen an ad each for Amul Cheese, Butter, Fr