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BRAND 

Amul Milk, B2C

AGENCY

FCB, India

MARKET CONTEXT

Despite milk being a part of the staple diet of most Indians, growth in consumption of milk had slowed to less than 1% in India. Amul being the market leader, had to arrest this decline in consumption.

THE CHALLENGE

The Indian youth, which accounted for 1 out of every 4 Indians, was exiting milk consumption for more glamourous energy drinks. How could we make milk relevant to the youth who shunned it away as a 'kiddie drink'?

 

THE INSIGHT

Energy intensive sports are the premier youth passion

THE STRATEGY: 

Milk is a rich source of energy. 

By marrying this product truth with our key insight, we decided to reposition milk as the 'original energy drink'. Strategically used the event of Olympics 2012 to infuse milk with energy by igniting conversations around milk among the youth.

THE EXECUTION: 

Creative Expression – Amul Milk: The World’s Original Energy Drink

Launched an integrated campaign targeting Youth and their passion for Sports. The TV commercial was supported by print, in-cinema, point-of-sale and innovation in packaging.

On social media, we created an interactive experience where consumers could engage with 13 different sports by energizing different teams with milk.

Sponsored premier youth focused sports like EPL, IPL, Formula1 and French Open to cement the brand association with sports.

THE RESULTS: 

  • 8% increase in sales in a mature, stagnating market

  • Brand associations with the youth increased by 25%

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