MxMIndia

Tag: Amul Ghee

  • The campaign of 'Ek Chammach Amul Ghee' talks not only about having one spoonful of ghee which will add taste to the food but also about the health benefit

    Ghee is good for health, says FCB Ulka’s ‘Ek Chammach Amul Ghee’ campaign

    By A Correspondent

     

    FCB Ulka has unveiled a campaign of ‘Ek Chammach Amul Ghee’ that talks not only about how a spoonful of ghee will add taste to the food but also about its health benefits.

     

    Commenting on the campaign, R S Sodhi, Managing Director, GCMMF said “Repositioning the brand – Amul ghee, and the category itself on the platform of wellness has been our strategic focus for more than a decade. While ghee has always been an integral part of our culture and tradition since thousands of years, we feel that our younger generation should be informed about the intrinsic goodness of ghee. As pan-India brand leaders in the category, it our responsibility to ensure growth of branded, packaged segment within ghee market, since it ultimately benefits consumers.

     

    Said Haresh Moorjani, Executive Creative Director, FCB Ulka: “As a nation of food lovers, we are always looking for that special ingredient that adds an extra something to our dishes.  Actually that special ingredient is as simple as a spoonful of Amul Ghee. The TVC talks about the virtues of this spoonful of Amul Ghee, adding an extra zing to food”.

     

    Credits:

    Creative Agency: FCB Ulka

    Chief Creative Officer: Satbir Singh

    Executive Creative Director: Haresh Moorjani

    Creative team: Deepti Gera, Varun Sharma

    Account Management: Sharon Picardo, Sagar Kabra, Shamima Pereira, Saumo Chatterjee

    Account Planning: Ruta Patel, Mubina Quraisshi

    Production House: Anonymous Films

    Director: Atul Manjrekar

    Producer: Smitha Baliga

     

  • Alpana Parida spells out the 5 Rs brands should adopt, to shake off cobwebs, beat competition, move with the times and above all, remain relevant.

    The Anchor: 5 ways a brand can stay relevant

    By Alpana Parida

     

    #1 Rejuvenate

    An old brand like Pepsi has remained relevant for Gen X in the ’80s and now Gen Y as it has constantly rejuvenated itself. If a brand never changes the way it appears – it atrophies and dies. It must constantly rejuvenate itself to infuse freshness and youth into the brand.

     

    #2 Reinvent

    Environment keeps changing and brands need to reinvent the brand proposition to create relevance. Amul Ghee was slowly losing relevance even in homes where ghee was loved. A dry roti was becoming the norm. At DY Works, we realized that the consumer needed a nudge in reassuring them that there was enough according to Ayurveda that said one spoon a day was good for you.

     

    #3 Repurpose

    No amount of logo rejuvenation can keep a brand from dying if it does not repurpose its core deliverables in a changing environment. By not taking the threat of digital cameras seriously and in a timely manner, Kodak joined the brand graveyard which is littered with examples of giants who did not read the writing on the wall.

     

    #4 Retract

    Flexibility is key. Admitting mistakes is greatness. Wrong decisions get taken but brand leaders, like great generals, know when to retreat. Coca-Cola became an American Classic when it quickly retracted its New Coke formulation.

     

    #5 Restore

    As I was passing by Metro Cinema in Mumbai the other day, I was struck by how little interest there is in restoring its glory. Metro Cinema (1938) is an example of our Art Deco heritage. Today it is a multiplex movie theatre in Mumbai. It was built and originally run by Metro-Goldwyn-Mayer (MGM), the Hollywood studio. This has the ability to become a destination landmark and the equivalent of the Kodak Theater in LA for Bollywood. Sometimes, all that great brands really need is a little restoration.

     

    Alpana Parida is President, DY Works.