Advertising for Amul Butter: Can a Classic Campaign Sustain Forever?

Abstract

Almost everyone in India grows up watching Amul butter girl, one of the loveliest and adorable advertising mascots that has become an ultimate breakfast brand. Of all the advertising brands, Amul butter and its girl remains ever fresh and lasting in our memories since its inception. Amul butter advertising campaign is known for its topicality and there is nothing that has not been touched by this campaign along with the Amul girl. As a part of its advertising strategy, Amul butter is incredible for its long-lasting impact on viewer’s mind, as it takes up any current or controversial issue that is making headlines in the media and turns into a beautiful, hilarious selling point. The campaign with its undiluted messaging style not only nudges the consumers’ preferences, values, and lifestyles but also echoes the sentiments of a nation.