Amul: Way Ahead in Moment Marketing

Moment Marketing has taken a front seat ever since the emergence of social media platforms. Amul, a dairy brand, is the pioneer in Moment Marketing. The Amul girl has always spoken about current political and non-political scenarios. Initially, Amul would use above-the-line and below-the-line mediums but with the rise in the use of social media platforms like Facebook, Instagram, Twitter, etc. Amul has made use of these digital platforms to be relevant. 

Amul is way ahead in Moment Marketing as it started running topical advertisements since 1966. It is the longest-running outdoor advertisement in the world. Amul has been creative and witty with the day’s headlines and has used its iconic “utterly butterly girl” to keep their brand relevant.

Let us understand what Moment Marketing is:

Moment marketing is the ability to take advantage of an event to deliver relevant and related, seemingly spontaneous, and often fleeting interactions with customers in real time.”

—William Grobel, Senior Manager, Deloitte Digital. Toolkit 2016; Moment Marketing

Moment Marketing is simply the means to connect the audience to the brand online or offline. When the brand creates a campaign that is on current events, it is more likely to reach the target audience.

Moment marketing involves using news, current events, or trends in their campaigns to get instant reactions from and interactions with the audience. It makes the brand easy to search on social media.

Speed is the key in these types of campaigns. Brands have to act fast to capture the moment while it is relevant. This is how brands manage to insert themselves in the ongoing conversations. Moment marketing involves capitalizing on current trends. But it doesn’t mean that brands should talk about each and everything that goes viral. The key factor is to talk about those things which are relevant to the brand and its core ideology.

Advantages of Moment marketing:

  • Catering to the needs of the audience. When the target audience searches about the current event, brands cater to their need for information instantly with their take on it or by creating relevant content.
  • Moment Marketing helps in increasing brand recall. If the brand is creating relevant content concerning trending topics or the latest events then there is a high chance that the audience will find it in their search and remember about the particular brand’s presence.  
  • Moment Marketing is a cost-effective way of creating brand awareness. Brands that are just starting can reach their target audience with the help of Moment marketing. With the boom in social media platforms and the accessibility to the internet, more and more people can be seen engaging with brands. If the brands create content relevant to their brand on current topics or events then they have a higher chance of creating awareness for themselves.

Disadvantages of Moment Marketing:

  • Going unnoticed – Brands can keep making relevant content and still go unnoticed. This results in a waste of time and resources.
  • Misinterpretations can be a major problem. Sometimes the brands may have to bear the heat of addressing an issue and face backslash due to misinterpretations by their audience. 

Amul’s Moment Marketing:

The Amul campaign was started by Sylvester daCunha in 1966 along with illustrator Eustace Fernandes and Usha Katrak and few others. At that time newspaper/print media was very expensive and there was no television. The best option they had was outdoor media to inform people about their brand. The first topical advertisement came out in March 1966 was when horse racing was becoming big. It saw the Amul girl riding a horse, with the word “Thoroughbread”, followed by the famous slogan, Utterly Butterly Delicious. Their illustrator is Jayant Rane who has been loyal to the brand for 30+ years.

Amul’s first topical ad:

In the 1960s, Amul used to do one advertisement in a month; in the 1970s and 1980s Amul did one advertisement every 15 days; in the 1990s it increased to one advertisement per week; now it puts out up to five ads every week and there is constant engagement on various social media platforms. The campaign’s target audience is 16-25-year-olds. This audience uses the smartphone constantly and is opinionated and aware of their surroundings.

Amul has never backed down from stating its opinions. It does it most effectively by making the advertisement humorous. But the most important factor is that the advertisements and campaigns are unbiased. Amul uses both English and Hindi to connect with modern India and expects the audience to be aware of the latest events.  

According to R S Sodhi, MD at GCMMF (Amul), Amul’s butter topical campaigns take 0.4% of the total marketing spends, which is 0.8% of total sales. For Amul, moment marketing is one pillar of brand marketing. “We have been consistent to the strategies we have cashed on in the past,” he said.

Amul Recent Marketing Moments:

On the swearing in ceremony of the US President and Vice President:

On the recent victory of the Indian Cricket team:

On the data privacy conversations surrounding mobile communication apps:

On the Elon Musk becoming the wealthiest man:

On first generation immigrant becoming New Zealand’s first ever Indian origin minister!

Moment Marketing has been there for a long time and is here to stay as the digital platforms gain momentum. With the attention span of the audience constantly becoming less and less, quick and short but relevant content will always be in demand. The brands just have to be conscious of their choices of content they create and have to work on how quickly they can deliver it to their audience. 

Content: Mrunal Nawathe

Editor: Nishikant Patil

Graphic: Deepanshi

7 thoughts on “Amul: Way Ahead in Moment Marketing”

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