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Amul Ice Cream says ‘Catch up’ over a Tub

The new TVC, conceptualised by Draftfcb Ulka, tells consumers to slow down in their super frenzied lifestyle and connect over a tub of ice cream

BestMediaInfo Bureau | Delhi | March 15, 2013

Amul Ice Creams are the best match to special occasions as they combine the goodness of real milk, and are available in an array of flavours. However, with the increasingly hectic lifestyle of today, people are spending less time with their family and friends. Amul Ice Cream, through its latest TVC, aims to convince people to squeeze out some time for family and friends – and celebrate the simple joys of life with the exciting take home range of ice creams in the new avatar of ‘tubs’. The TVC created by Draftfcb Ulka, urges consumers to slow down in the super frenzied lifestyle and come together over an Amul Ice Cream Tub, thus instigating them to ‘Catch up’.


Haresh Moorjani, Group Creative Director, Draftfcb Ulka, said, “In today’s technologically evolved busy world, most of us live and connect with each other in the virtual space rather than in the real world. Amul encourages you to step out and reconnect with people over a tub of ice cream. The film says that though life is fast paced but there’s no reason why we cannot slow down for a moment and catch up to share good times, memories over, of course, a tub of AmulIce Cream.”

“The new Amul range is a great opportunity to encourage consumers to connect over a tub of ice cream” added Nitin Karkare, Chief Operating Officer, Draftfcb Ulka, Mumbai.


RS Sodhi, Managing Director, GCMMF, which owns brand Amul, said, “With a strong network across more than 800 cities in India, Amul Ice Cream reaches every Indian. It also ensures that we cater to the varied preferences of consumers through the country. The take-home ice cream segment is the fastest growing as the consumer is no longer having ice creams just for special occasions. Ice creams are a great way to catch up, connect and enjoy the small moments of joy. The new Tub TVC captures just that.”

Amul is the leading brand in the ice cream market in India and nearly 3.5 times its closest competitor. It is the widest portfolio in the industry with almost 220 products and a wide range of flavours. Of the entire portfolio, the take home category is one of the most liked by the consumers enjoyed by both young and old.

The organised ice cream industry in India has a booming growth rate of 12-15 per cent annually. Amul Ice Cream with 40 per cent market share reaches out to consumers from Kashmir to Kanyakumari and from Gujarat to the North East. No other ice cream brand has been able to cater to ice cream demand over such a wide geographical area.

The TVC:




Brand:  Amul Ice Cream

Agency: Draftfcb Ulka (Mumbai)

National Creative Director: KS Chakravarthy

Group Creative Director: Haresh Moorjani

Creative team: Bhushan Pandit, Jitesh Ramakrishnan, Samiksha Saxena

Account Management: Ruta Patel, Pranay Merchant, Shweta Tiwari, Tejashree Savant

Account Planning: Mubina Quraisshi

Agency Producers: Alpa Jobalia, Stanley Christian, Sukirth Rao

Production House: Blue God Films

Director: Vivek Chauhan

Producer: Ravneet Mahajan

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