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Amul Mithai Mate makes it a sweeter world

The TVC, conceptualised by Draftfcb+Ulka, shows the innumerable dessert making options with Amul’s condensed milk

BestMediaInfo Bureau | Mumbai | August 20, 2013

Click on the image to watch the TVC.

Amul is all set to take on Nestle in the condensed milk category. Mithai Mate, Amul’s sweetened condensed milk brand, is ideal for making a wide variety of milk-based desserts. With highest fat content in its category, Amul Mithai Mate is the creamiest sweetened condensed milk available in India. To drive home the product benefits, Draftfcb+Ulka has conceptualised a TVS with an international flavour.

Does the product have exciting applications other than milk-based sweets? How about an ice gola rolled in Amul Mithai Mate? Tempting? Intriguing? A few brainstorming sessions among the creative team and there was a platter with seven delectable desserts made with Amul Mithai Mate – some popular Indian desserts and a few international ones.

“The TVC brings alive the versatility of Amul Mithai Mate by showcasing desserts from the world over that can be made with it. It opens up the viewer’s mind to the endless possibilities that exist with the brand with the option of accessing these recipes on the Amul website. From the all-time favourite Gajar Halwa to the Brazilian Chili Chocolate cake, Amul Mithai Mate can truly bring the world to your dessert plate,” commented Haresh Moorjani, Group Creative Director, Draftfcb+Ulka.

“This TVC is testimony to our sweet relationship with Amul. I am extremely glad and excited that we are focusing on the condensed milk category as there is a huge potential thanks to our superior product and the power of the Amul brand,” pointed out Nitin Karkare, COO, Draftfcb+Ulka.

“The TVC has a ‘global’ feel and explores delightful opportunities using Amul Mithai Mate. It is sure to attract eyeballs,” said RS Sodhi, Managing Director, GCMMF.


The 30-second ad film is an in- house production. It went on air on Saturday, August 17, 2013.


GCMMF is India’s largest food products marketing organisation. It procures approx 5 billion litres of milk annually from 3.2 million milk producers in more than 16,000 villages twice a day, and processes and markets its product range comprising butter, cheese, ice cream, fresh milk, yoghurt, milk powders, UHT milk, flavoured milk, ghee, paneer, etc., in 3,000 cities and towns of India and 40 countries around the world. Its annual sales turnover in 2012-13 was $2.5 billion.

The TVC: 



Brand:  Amul Mithai Mate

Agency: Draftfcb+Ulka, Mumbai

National Creative Director: KS Chakravarthy ‘Chax’

Creative Team: Subodh Poddar, Haresh Moorjani

Account Management: Nitin Karkare, Ruta Patel, Pranay Merchant, Sagar Kabra, Richa Shah

National Films Head: Alpa Jobalia

Director: Subodh Poddar

Producer: Vikas Malhotra

DOP: Gopal Shah

Music: Merlin


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