Sodhi & Mehta d’Amul win prestigious IAA awards
India’s largest food marketing organization, Gujarat Co-operative Milk Marketing Federation Ltd., which markets the popular brand of milk and dairy products Amul, is proud to be one of the largest FMCG companies in India.
Today he manages the value of the AMUL brand Rs. 53,000 crores and is the largest cooperative owned by 36 lake farmers from Gujarat.
AMUL is not only synonymous with the best cooperative model and farmers’ faith in the cooperative structure, but also the marketing and advertising strategies it has adopted to make it the most preferred dairy brand. To add one more feather to her cap, Dr RS Sodhi, Managing Director, GCMMF (AMUL) was awarded ‘Entrepreneur of the year‘ and Jayen mehta, Senior General Manager (Planning and Marketing), awarded “Marketer of the Year” – FMCG – Food by International Advertising Association on 24e September 2021 in Bombay.
The IAA (International Advertising Association) Leadership Awards, which annually recognize individuals in the fields of marketing, advertising and media, were presented by Governor of Maharashtra Bhagat Singh Koshyari, the main guest of the reception.
President of the AIA, Megha Tata noted “It’s so gratifying to see the best in the business taking the time to be here and accept these awards tonight. While I can describe our leaders tonight in many ways, I would just like to say that these unprecedented times call for unprecedented leadership and our leaders today have definitely heeded that. “
After receiving the award Dr RS Sodhi, thanked the International Advertising Association for recognizing the efforts of the farmers’ organization. He presented an overview of the Amul campaign. “There are four P. The first is a product where the customer has to say that it was better than their expectations, it has to be pure and unchanged like our butter. Prices have to be affordable and farmers have to get the best price. For the promotion, we used an umbrella brand to reduce the cost. Consistency in communication was the main pillar of Amul’s advertising and marketing strategy ”, he said, mentioning creative advertising in the language of a particular place like the fourth P.
Amul was one of the first Indian brands to recognize the importance of branding and advertising in the 1950s and began its iconic advertising campaign with the girl Amul Butter and its iconic positioning, “Utterly Butterly Delicious , Amul ”.
Through its campaigns “Amul – The Taste of India”, “Amul Doodh Peeta Hai India” and its iconic campaigns “Utterly Butterly Delicious”, the 75-year-old brand remains young at heart and is recognized by all members of an Indian. . Housework.
This is the result of the emphasis on consistency in communication, advertising team and marketing philosophy. Even today, Amul spends less than 1% of its total budget on advertising, yet it is the most popular brand in India year after year.