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Amulya makes mornings very special

Draftfcb+Ulka creates new TVC for India’s leading dairy whitener aimed at rejuvenating the brand connect and reinforce Amulya’s product superiority

BestMediaInfo Bureau | Mumbai | August 22, 2013

Click on the image to watch the TVC.

Amulya, a premium dairy whitener from the house of Amul, is the preferred choice of tea and coffee lovers across India. It has the highest milk fat content among all dairy whitener brands in India, making it the creamiest dairy whitener. Amulya has now come out with a new TVC, conceptualised by Draftfcb+Ulka, which aims at rejuvenating the brand connect with the customers and reinforce Amulya’s product superiority. The film stands out for its simplicity in the storyline and the execution.

Given the brief, Haresh Moorjani, Group Creative Director, Draftfcb+ Ulka, came up with the refreshing thought of ‘making mornings special’. Pen met paper and something simple yet adorable came about. The TVC shows a couple pampering each other over morning breakfast. But the taste of tea makes them forget the mutual love momentarily.

“The contemporary version of Amulya will surely occupy customer’s mind space. This will augment brand salience,” said Nitin Karkare, COO, Draftfcb+ Ulka.

“Surplus milk supply is a great opportunity to drive sales of Amulya. While doing so, we need to infuse the brand with a young personality. The new TVC does this job well,” commented RS Sodhi, Managing Director, GCMMF.

The TVC will be supported by print campaign in key regional markets.

The TVC:




Brand:  Amulya

Agency: Draftfcb+Ulka , Mumbai

National Creative Director: KS Chakravarthy ‘Chax’

Creative Team: Haresh Moorjani

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

National Films Head: Alpa Jobalia

Director: Atul Manjrekar

Producer: Vikas Malhotra

DOP: Sylvester Fonseca

Music: George


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