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The Iconic Marketing Strategy of Amul

Updated: Feb 22, 2022

Today Amul is a household name. Most of us can open our fridge and find at least one Amul product inside. But have you ever wondered where it all started? Before we tell you, watch this video to take a trip down memory lane.



Amul was never just a brand, but a revolution. It started as awareness among farmers and grew into a protest movement that was channeled towards economic prosperity. Amul cooperative was registered on 19 December 1946 as a response to this movement. Here’s another interesting fact - did you know that the brand name Amul comes from the Sanskrit word Amoolya which means priceless? How cool is that!



All of us have grown up seeing this girl’s picture in different versions. In the words of Rahul daCunha, head of Amul’s topical ads team, “She’s a chameleon, can be anyone and anything”


Amul’s Unforgettable Tagline - ‘The Taste Of India’


Initially, bread and butter were considered the staple of only the British breakfast. Amul with their tagline strove to change that idea. Moreover, since the tagline is one that will always remain evergreen (since the idea of India will always remain evergreen), the brand also automatically can afford to remain contemporary, topical, and relevant. Through this strategy, they are able to Indianize every idea. The image below is a perfect example of the same.



Amul’s Target Audience: All of India



With a diverse range of products, Amul has managed to create a target audience out of everyone in the country. You will find people of different age groups enjoying Amul products. They have a diverse product portfolio, which mostly consists of items that can be used on a daily basis, making it another reason for Amul’s success.



Smart Product Pricing


Smart product pricing is one of the best strategies adopted by Amul. Products that are consumed regularly are priced at a lower cost. This makes it affordable to most of India’s population. The strategy to increase the price of products in proportion to their audience’s increase in income helped Amul retain their customer base. And in the case of products that face heavy competition, Amul adopted a competitive pricing strategy, such as a one-on-one offer.


King of Topicals


Amul never fails the topical game. Before social media advertisement was even a thing, Amul was out there serving quirky ad concepts. One of the very first examples is during 1969 when Bombay first saw the beginning of the Hare Rama Hare Krishna movement, Amul came up with its own version - ‘Hurry Amul! Hurry Butter! Hurry Hurry!’ The reaction it got was the beginning of a legacy that is Amul’s topicals today.



The quirky lines existed on billboards, newspapers, television, and radio long before social media came in. Amul ads have come a long way since but they have never lost their charm.



With their witty puns they have continued to win the topical game and have us always looking forward to what they have in store next!


Digital Marketing Strategy


Amul might be an old brand but it has kept up with times. The way an organization advertises says a lot about their marketing strategy. It is impossible to run out of iconic stories when it comes to Amul so here’s another interesting fact - Amul holds the Guinness record for running the longest ever advertising campaign. The butter girl campaign was launched in 1967. It is believed to be the world’s oldest running outdoor advertising campaign.

Their advertising strategy is divided into two parts - Product-specific and topical. This has helped keep the brand relevant through the power of advertising. The topicals are not always light humor, they also aim to spread serious messages. Especially during covid times, they spread awareness through their topicals.




By doing this, the brand ensures that it is not just relevant but respected as well.

During the start of lockdown, Amul came up with a campaign called #SimpleHomeMadeRecipes and chefs from all over India were invited to share their cooking skills to Amul’s Facebook audience. This campaign was a massive success with around 750 million people viewing these episodes and Amul even sharing pictures of the dishes made by their audience. This move received a lot of positive responses and has been continued.



Since you started reading this article with a trip down memory lane, let’s end with the same!

How many of these iconic ads can you recall?


  • Har Ghar Amul Ghar


  • Pehla Pyaar Amul Pyaar


  • Har Umar Amul Umar


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