FCB ULKA's campaign for Amul wins at World Dairy Innovation Awards 2014

Gujarat Co-operative Milk Marketing Federation (GCMMF) Ltd. is the producer and marketer of milk and milk products under the iconic brand Amul. Within India, the milk production has been increasing at an immensely high rate. While at GCMMF, milk procurement has increased by 45% in the last 3 years. Given the high growth, there was a rising need to educate the consumers about the benefits of consuming dairy products every day.

Given its stature as the largest milk brand in India with the widest range, Amul was best placed to communicate this message. Amul undertook this initiative to educate the Indian consumer about the goodness of milk and milk products and encourage consumption. With this objective, the “EAT MILK WITH EVERY MEAL” campaign was created by FCB Ulka.

The press and digital campaign brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The campaign started in July 2013 in national and regional press, comprising of publications like The Times of India, The Hindustan Times, The Telegraph, Deccan Chronicle and The Hindu. Simultaneously the campaign was launched online on Facebook. Later a dedicated website www.amul.com/eatmilk was also launched for better interaction with the consumers. The campaign was designed by FCB Ulka Advertising.

At the recently conducted World Dairy Innovation Awards 2014 during the 8th Global Dairy Congress at Istanbul, Amul bagged the best marketing campaign for the “EAT MILK WITH EVERY MEAL” campaign. The award was received by K M Jhala (Chief General Manager, GCMMF).

The other finalists in this category were Quench (US) for its Turkey Hill Dairy blog 'The Ice Cream Journal', Saputo (Canada) for Milk 2 Go Sport – Dufour-Lapointe Sisters, Muller Dairy (UK) for the Muller Rice Tasty B Campaign, and Cayenne (Austria).

According to the Global Dairy Congress, the judging panel considered almost 160 entries from 30 countries.

R S Sodhi, Managing Director GCMMF Ltd. said that “expansion, innovation and brand building are the three pillars of Amul's strategy to achieve the growth. We are glad that our efforts are being recognized at the global level.”

“We are delighted that GCMMF has won the best marketing campaign award from over 160 entries from 30 countries. The simplicity of the message – eat milk with every meal, has led to its universal appeal- with the consumers and the jury.” says Nitin Karkare, Chief Operating Officer, Mumbai, FCB Ulka.

Haresh Moorjani, Group Creative Director, FCB Ulka says “The idea was to make dairy products, and not just milk, part of consumers daily diet but in an exciting and interesting manner. Hence the thought EAT MILK.”

GCMMF Ltd. is India’s largest food products marketing organization. It procures approx. 5 billion litres of milk annually from 3.5 million milk producers in more than 16000 villages, twice a day, and processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer etc in 3000 cities and towns of India and 40 countries around the world. Its annual sales turnover in 2013-14 was US$ 3 billion.