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Tag: R S Sodhi

  • Amul’s ode to Indian mothers, by FCB Ulka

    MUMBAI: FCB Ulka recently created a heart-warming campaign for Amul, around the theme of ‘Mothers For Mothers’. This campaign is about celebrating mothers and their love. The campaign is live on digital mediums.

    The campaign launched the theme of ‘Mothers For Mothers Network’ with a story that subtly brings out the similarity in the lives of rural and urban mothers and how they are connected through the Amul network.

    It is the world’s first ‘Mothers for Mothers’ Network, a network of love and caring, where the rural mother nourishes the family of the urban mother by providing her with the goodness of fresh Amul milk. She wakes up at the break of dawn, every single day, milks her cows, travels to deliver the milk to Amul. The urban mother starts her day with milk for her family and shows gratitude towards the rural mother for all the warmth and care.

    The film opens with the audience viewing the waking up of two mothers (urban and rural), as they gently caress their still sleeping child. It moves forward as they both are shown making their respective morning beverages, using Amul Milk and savouring it at their favourite spots in the house. Both mothers then mark the onset of the day with their respective tasks. The rural mother is up and about as she makes her way to the cow shed where she milks the cow, takes the milk to the testing center – where it is tested, packed and then proudly advances on her bicycle to deliver it to every mother in the city. The pack of milk is happily received by the urban mother, after the doorbell, while the little girl (daughter) in the house willingly sips on her fresh glass of milk, at the breakfast table. The film ends with the urban mother waving goodbye to the rural mother, with a deep sense of thankfulness and trust.

    An ‘Ode to Indian Mothers’ and the untold relationship they share, is what forms the crux of this film.

    The lyrical and musical credits for the campaign attribute to Keegan Pinto, Creative Head – FCB Ulka (West) and National Creative Director – Branded Content.

    GCMMF MD R S Sodhi said, “In Gujarat — Over 36 lakh women farmers wake up before dawn just to supply the freshly milked milk to their village co-operative society, a quantum of approx. 200 lakh litres everyday. The goodness of this Amul Milk is enjoyed by over 200 lakh families across India. If we take a closer look, it is a network of rural mothers offering milk to urban mothers across India.”

    FCB Ulka CEO Nitin Karkare: “Amul championed the cause of women empowerment well before it became fashionable to do so. This film captures the story of the invisible connect between the urban and rural mother that is the story behind the success of Amul.”

    FCB Ulka CCO Swati Bhattacharya, “Being a mother, I know that mothers are the same everywhere. The same issues, the same concerns, no matter what the geography or socio-economic background may be. So, there are these mothers who are milk farmers & there these city mothers who are dependent on them for milk to nourish their families.”

  • Amul is the official sponsor of the Indian contingent to the Rio 2016 Olympic Games

    Amul is the official sponsor of the Indian contingent to the Rio 2016 Olympic Games

    NEW DELHI: Food products marketing organization Amul is the official sponsor of the Indian contingent at the Rio 2016 Olympic Games.

    The contract was signed by Indian Olympic Association Secretary General Rajeev Mehta and Gujarat Cooperative Milk Marketing Federation (Amul) MD R S Sodhi today.

    In 2012, Amul sponsored the Indian contingent at the London 2012 Olympic Games.

    Amul has earlier been an avid supporter of various sporting events, may it be the Asian Games, Commonwealth games or other sports.

    To be inaugurated on 5 August 2016 in Brazil, the Rio Olympics will play host to the largest Indian contingent ever, with close to 100 sportspersons being a part of it.
    Amul aims to engage with youth and leverage the connection between the energy of milk and sports. It is the main ingredient for the fitness of any sportsman. Hence it is an appropriate association for Amul.

    Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months.

    Amul has embarked upon an “Eat Milk with Every Meal” campaign to highlight the importance of milk and dairy products like cheese, yogurt, butter, ghee, paneer etc. in the daily diet. Amul Doodh Pita hai India, one of Amul’s most loved campaign, will be used to cheer the Indian contingent. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand.

    Sodhi said, “Amul is committed to strengthening the Olympic movement in India and encourage young generation from all over the country to take up Olympic sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the Olympic Games Rio 2016”.

    Explaining the foundation of this association, he said milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Nutritious dairy diet is an important part in the diets of athletes around the world.

    Participation in Olympics is the aspiration of every athlete and with the kind of investments made by our country in this arena to select, nurture and train the best athletes, we are confident that Indian contingent will deliver the best ever performance in the Olympic games and make our country proud. Further, he said that this association will help in engaging the kids and youth so that they can enjoy a healthy life.”

    Mehta added, “I would like to thank Mr RS Sodhi and Amul family for coming on board as the sponsor for our Indian contingent for Rio Olympics. I am happy that Amul family is supporting Indian Olympic Association from past sometime. The preparations for our athletes are in full swing and till date more than 100 athletes have qualified for Rio Olympics, this is the largest ever contingent we are sending to Olympics”.

  • Amul is the official sponsor of the Indian contingent to the Rio 2016 Olympic Games

    Amul is the official sponsor of the Indian contingent to the Rio 2016 Olympic Games

    NEW DELHI: Food products marketing organization Amul is the official sponsor of the Indian contingent at the Rio 2016 Olympic Games.

    The contract was signed by Indian Olympic Association Secretary General Rajeev Mehta and Gujarat Cooperative Milk Marketing Federation (Amul) MD R S Sodhi today.

    In 2012, Amul sponsored the Indian contingent at the London 2012 Olympic Games.

    Amul has earlier been an avid supporter of various sporting events, may it be the Asian Games, Commonwealth games or other sports.

    To be inaugurated on 5 August 2016 in Brazil, the Rio Olympics will play host to the largest Indian contingent ever, with close to 100 sportspersons being a part of it.
    Amul aims to engage with youth and leverage the connection between the energy of milk and sports. It is the main ingredient for the fitness of any sportsman. Hence it is an appropriate association for Amul.

    Amul will launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months.

    Amul has embarked upon an “Eat Milk with Every Meal” campaign to highlight the importance of milk and dairy products like cheese, yogurt, butter, ghee, paneer etc. in the daily diet. Amul Doodh Pita hai India, one of Amul’s most loved campaign, will be used to cheer the Indian contingent. India is the largest producer of milk in the world and Amul is not only India’s but Asia’s largest milk brand.

    Sodhi said, “Amul is committed to strengthening the Olympic movement in India and encourage young generation from all over the country to take up Olympic sports. I take great pleasure and pride in announcing our sponsorship of the Indian contingent to the Olympic Games Rio 2016”.

    Explaining the foundation of this association, he said milk is nature’s original energy drink and plays a pivotal role in building the physical and mental strength of the athletes. Nutritious dairy diet is an important part in the diets of athletes around the world.

    Participation in Olympics is the aspiration of every athlete and with the kind of investments made by our country in this arena to select, nurture and train the best athletes, we are confident that Indian contingent will deliver the best ever performance in the Olympic games and make our country proud. Further, he said that this association will help in engaging the kids and youth so that they can enjoy a healthy life.”

    Mehta added, “I would like to thank Mr RS Sodhi and Amul family for coming on board as the sponsor for our Indian contingent for Rio Olympics. I am happy that Amul family is supporting Indian Olympic Association from past sometime. The preparations for our athletes are in full swing and till date more than 100 athletes have qualified for Rio Olympics, this is the largest ever contingent we are sending to Olympics”.

  • FCB Ulkacreates ‘EkChammachAmul Ghee’ campaign to promote the benefits of Amul Ghee

    FCB Ulkacreates ‘EkChammachAmul Ghee’ campaign to promote the benefits of Amul Ghee

    Ghee has its roots in ancient Ayurveda and has always been treated as the epitome of health with regard to it being good for bones, weight loss, reducing cholesterol etc. Ayurveda recognizes ghee as an essential part of a balanced diet. Ghee has always been a sacred and celebrated symbol of auspiciousness, nourishment and healing; especially in the daily rituals of cooking and worship.

     

    In today’s day and age, few consumers are aware of the health benefits of ghee. While most consumers are aware that Ghee brings about a unique taste and richness to food, only a few know that it is a good source of energy.

     

    Amul Ghee is the largest player with an established and preferred name in the ghee market.

     

    Ghee is made out of fresh milk from its dairies. It packs in goodness of milk in every spoon of ghee.

     

    ‘EkChammachAmul Ghee campaign talks not only about having one spoonful of ghee which will add taste to the food but also about the health benefits.

     

    Commenting on the campaign GCMMF Managing Director R S Sodhi 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.

     

    FCB Ulka Executive Creative Director Haresh Moorjani said, “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”.

     

    The film was aired on various GEC’s with a high decibel media plan. 

  • Draftfcb Ulka creates Amul: Eats Milk with Every Meal campaign

    Draftfcb Ulka creates Amul: Eats Milk with Every Meal campaign

    MUMBAI: Eats Milk with Every Meal is the new Amul campaign. Executed by Draftfcb Ulka, the campaign showcases the goodness of the entire range of Amul

    products. The brand had earlier positioned milk as ‘Worlds original energy drink‘ in its campaigns. The campaign is a step towards educating Indian consumers of the goodness of milk and milk products.

    Eats Milk with Every Meal is a print campaign that brings alive the nutritional benefits of various dairy products, be it milk, butter, paneer, ice cream or even ghee. The tone of the campaign is quirky and resonates well across audiences. The press campaign will be published in leading national English dailies. The campaign will be extended in the digital space too. An app on Facebook and a microsite will also be designed where users can create their own memes with messages using their friends‘ pictures.

    GCMMF managing director R S Sodhi stated, “Milk and milk products form an integral part of the diet of every Indian. However, in this era of fast food, we do not want the goodness of milk in our food to be compromised. This campaign forms a part of our efforts to re-position milk and make our entire range of Amul dairy products trendy and appealing to all.”

    Draftfcb Ulka group creative director Haresh Moorjani said, “The idea was to make dairy products part of consumers daily diet but in an exciting and interesting manner. Leveraging popular culture inherent to the brand, we strategised a digital campaign Eats Milk with Every Meal – Create your own Meme.”

    The Create your own meme application enables the youth to create, participate and share memes socially. “The memes are ideal tools to generate online chatter and aid virality for the brand in the social space. The application is hosted on the microsite via Facebook social login. In print we have designed a series of 100 cc ads all appearing on the same day in one newspaper for impact,” added Moorjani. 

    The core target audience for the new Amul campaign is housewives and youth for print and digital campaigns respectively. Amul plans to extend the campaign on other mediums as well.

    The TVC was headed by national creative director K S Chakravarthy. The creative team comprised Haresh Moorjani, Mehul Patil, Bhushan Pandit, Varun Sharma and Chaitanya Joshi. Account Management was handled by Ruta Patel, Pranay Merchant and Rohan Patil.