The brand elements of Amul, as described in the text, include various
components that contribute to its identity, recognition, and long-standing
market success. Below is a detailed breakdown:
1. Name:
Amul
• Short for Anand Milk Union Limited, the name signifies its
roots in Anand, Gujarat, and its origins as a cooperative for dairy farmers.
• The name is concise, memorable, and resonates with the
brand’s focus on dairy products.
2. Tagline:
“Utterly Butterly Delicious”
• Coined by Nisha Da Cunha, this playful and catchy phrase has
become iconic.
• The intentional misspelling of “butterly” adds uniqueness and
charm, helping it stand out.
• It’s closely associated with Amul’s branding and immediately
evokes the product (butter).
3. Mascot:
The Amul Girl
• A hand-drawn cartoon of a young Indian girl with big round
eyes, a polka-dotted dress, and a blue ponytail.
• She’s recognizable, endearing, and culturally relatable,
making her a key driver of the brand’s emotional connection with its
audience.
• Her witty and humorous commentary on current events has
kept her relevant across generations, evolving with the times.
4. Visual Identity:
• Color Scheme: The brand often incorporates vibrant, warm
colors, with the Amul Girl’s polka-dot red and white attire being a
recurring visual cue.
• Typography: The playful and bold fonts used in
advertisements align with the lighthearted, humorous tone of the brand.
5. Marketing Strategy (Brand Communication Style):
Topical Advertising:
• The ads often reference current events and trends, creating a
strong connection with the audience by making the brand relatable and
timely.
• The witty, cheeky one-liners appeal to diverse audiences
without offending anyone, reflecting inclusivity and humor.
6. Product Portfolio Representation:
• Amul’s broad product range (butter, milk, cheese, etc.) is well-
supported by its advertisements and taglines that cater to different
seasons and demographics.
7. Slogan Placement:
• Consistent use of the tagline in print ads, billboards, and now
social media has reinforced brand recall over decades.
8. Emotional Connection:
• The storytelling through advertisements creates a bond with
the audience by making them smile or laugh while subtly promoting the
product.
• The humor and bilingual puns ensure cultural and linguistic
accessibility, appealing to a wide audience across India.
9. Heritage:
• The historical significance of being born to support farmers
and landless laborers reinforces Amul’s roots and credibility as a trusted
Indian brand.
10. Additional Elements:
• Book: Amul’s India serves as a testament to the brand’s
legacy, celebrating its history and impact over 50 years.
By combining these elements—name, tagline, mascot, visual cues,
marketing strategy, and emotional storytelling—Amul has built a brand
that is not just about dairy but also a cultural phenomenon.
As per the text, one of the main reasons for the success of the brand is the ability of the
customer to connect, relate and resonate with it. This is majorly due to the effective and
brilliant use of different brand elements.
The brand Amul has a very positive effect on people generally, as per the article; it follows
the six important criteria as stated by Keller, 2012. It is memorable because it is easily
recognised and recalled and has become a household name. This is partly also due to its rich
history and heritage, especially because it is an old brand, thus making it a comfort brand for
those who have grown up with it. The name itself is also very meaningful because it signifies
and highlights the origin of the brand in Anand, Gujrat. It also holds meaning because it
served as a union and cooperative for poor dairy farmers in the country to prevent them from
being exploited. It is also simple, easy to pronounce and now holds a special sense of
familiarity for the average Indian consumer who has grown up with it as a household name.
Moreover, the tagline “Utterly, Butterly Delicious” makes the brand likeable as well as
memorable. It also makes it very self-explanatory and descriptive in terms of what the core
product is: dairy goods. The tagline also invents a word of its own, “Butterly”, thus giving it a
sense of uniqueness and distinctiveness and differentiating it from competitors. It also has
a secondary tagline, “The Taste of India”, making it a brand for the masses (Exhibit 1).
Furthermore, perhaps the most iconic aspect of the brand and the most likeable brand element
is the mascot: a cartoon of a young Indian girl with wide eyes and a polka-dotted dress
(Exhibit 2). This makes her recognisable and makes the brand stand apart. Furthermore, her
adaptability in terms of becoming relevant to keep up with the ongoing social media trends
and political or world affairs makes her easy to connect with and helps form an emotional
connection with the audience. Similarly, her witty but inoffensive comments and take on
current affairs keep her relevant across generations and help keep her likeable. This key
feature also makes her adaptable as she finds a way to comment on trends in every category,
be it sports or politics, thus increasing the target audience that she resonates with.
Additionally, the logo for Amul is bright red in colour, making it easily recognisable as well
as memorable. This logo also covers the aspect of being protectable.
